The Study of Purchase Intention and Behavior of Long-Term Care Insurance：The Perspective of Theory of Planned Behavior

• Main Authors: Tzu-Ni Lo, 羅姿妮
• Other Authors: Hao-Chen Huang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u56s99

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 106 === Long-term purchase intentions and long-term purchase behaviors of the insured were examined in this study. The Theory of Planned Behavior (TPB), as proposed by Ajzen (1985), was used by this study as a theoretical basis to discuss whether long-term attitudes, subjective norms, and perceptual behavioral control affect the long-term purchase intention and long-term purchase behavior of the insured. The general insured were used as the research object of this study, 350 questionnaires were distributed, and 319 valid questionnaires were retrieved. The OLS regression analysis model was used in this study to validate the research hypothesis. The results of the study showed that the main factors affecting the general insured's intention of purchasing long-term insurance included: long-term attitudes, subjective norms, and perceptual behavior control. When the general insured's long-term attitude perception was positive, subjective norms and perceptual behavior control were strong, and the general insured were more inclined to buy long-term insurance. When the general insured's long-term purchase intention was higher, it was beneficial for the insured to purchase long-term insurance.