The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior
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 at...
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ndltd-TW-106KUAS13070122019-05-16T00:15:44Z http://ndltd.ncl.edu.tw/handle/u56s99 The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior 長期照護保險購買意圖與行為之研究:計畫行為理論的觀點 Tzu-Ni Lo 羅姿妮 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. Hao-Chen Huang Hsiao-Wen Weng 黃豪臣 翁孝文 2018 學位論文 ; thesis 83 zh-TW |
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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.
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author2 |
Hao-Chen Huang |
author_facet |
Hao-Chen Huang Tzu-Ni Lo 羅姿妮 |
author |
Tzu-Ni Lo 羅姿妮 |
spellingShingle |
Tzu-Ni Lo 羅姿妮 The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior |
author_sort |
Tzu-Ni Lo |
title |
The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior |
title_short |
The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior |
title_full |
The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior |
title_fullStr |
The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior |
title_full_unstemmed |
The Study of Purchase Intention and Behavior of Long-Term Care Insurance:The Perspective of Theory of Planned Behavior |
title_sort |
study of purchase intention and behavior of long-term care insurance:the perspective of theory of planned behavior |
publishDate |
2018 |
url |
http://ndltd.ncl.edu.tw/handle/u56s99 |
work_keys_str_mv |
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