| Summary: | 碩士 === 正修科技大學 === 金融管理研究所 === 105 === In this study, firefighters were used as the research subjects. We want to explore whether it is due to reasons of work and deep cognition of the seriousness of the loss of traffic accidents, those reasons affect their automobile insurance awareness, involvement and purchase of the third party liability insurance for automobiles. The results found that the younger firefighters pay more attention to the claims and other profes-sional services provided by the insurance company, and agree with the importance of the third party liability insurance. As for different driving frequencies, the lower frequency of car users have higher awareness of insurance products, involvement and purchase intention of the third party liability insurance than those higher frequency of car users. Those newer car owners have higher awareness of insurance products, involvement and purchase intention of the third party liability insurance than those older car owners. Respondents who have experienced collisions or who have applied for claims from insurance companies in the past have higher awareness of insurance products, involvement and purchase intention of the third party liability insurance than those who have not been or have not. At present, those who are insured voluntary automobile third party liability insurance, pay more attention to the insurance company brand image, professional services, and the risk of mistakenly purchase. The re-gression results found that respondents took product awareness, product importance, and the risk of mistakenly purchase into their considerations of purchase of the third party liability insurance. Those brand symbols like the company's brand and salesmen's professional ability did not im-pact the purchase intention significantly
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