A study on the Consumer Characteristics and the Intention for Purchasing the Long-Term Care Insurance- An Example of Kaohsiung Area

• Main Authors: CHEN, 陳璟璐
• Other Authors: CHAN,SHU-HUI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/7c9c8u

碩士 === 正修科技大學 === 金融管理研究所 === 104 === This study employed a sampling survey to examine the consumer characteristics and the intention of purchasing Long-Term Care Insurance. The results showed married, with children, and with higher disposal income had higher product knowledge, product involvement and purchasing intension than unmarried, without children, and less disposal income consumers. In terms of purchasing intension, the expected cost of long-term care more than NT$ 20,000, their purchasing intension was higher than NT$ 20,000 or less. This implied that while consumers realized the higher cost of long-term care, they had higher purchasing intention and had higher acceptance of innovative payment for long-term care insurance. Furthermore, more than three-quarters of consumers preferred cash payment. The acceptance for payment in kind was lower. The regression results showed that when there was enough of produce knowledge (product quality, product prices) or product involvement (product importance), it could great improve the willingness to purchase long-term care insurance.