INVESTIGATIONS ON PURCHASE INTENTION OF LIFE INSURANCE PRODUCTS FOR POTENTIAL CUSTOMERS AT TV SHOPPING CHANNELS

• Main Authors: CHIANG,TZU-TING, 江紫筳
• Other Authors: YU,TAI-YI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/58292907249636509768

碩士 === 銘傳大學 === 風險管理與保險學系碩士在職專班 === 104 === Development of multichannel sales in life insurance marketing has been increased in recent years, because of changes in consumer shopping pattern and the rise of the virtual channel service, TV shopping become a new channel for life insurance products. This research applied questionnaire analysis to investigate purchase intention and influenced factors of life insurance products for potential customer at TV shopping channels. Selected insurance products were hospital medical insurance, long-term care insurance, cancer insurance, accident insurance and endowment insurance. Several influenced factors were considered as corporate image, endorser, satisfaction, sales and perceived risk. Factor analysis revealed the first six components were listed as like TV shopping, functional risks and financial risks, sales, corporate image and satisfaction, psychological risks and social risks, and endorser. Respondents were categorized into five clusters with hierarchical cluster analysis. The first and second clusters had relatively low age distribution, low salary, high acceptance and purchase intention for insurance products at TV shopping channels; other three clusters had high age distribution, high salary, without purchase intention of insurance products at TV shopping channels. The results demonstrated high acceptance levels and high purchase intention of insurance products at TV shopping were individuals that their age were lower than forty and monthly salary were below than NT$35,000; their preferred life insurance products were cancer insurance and accident insurance. Considering influenced factors on purchase intention for potential customers, corporate image, satisfaction and sales presented low positive correlations; low negative correlations for functional risks and financial risks.