The influence of brand, perceived risk and Involvement to explore consumers’ purchase intention on foreign currency insurance policies.

• Main Authors: LIN, HO-CHIN, 林和錦
• Other Authors: YU, TAI-YI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/fq9hqu

碩士 === 銘傳大學 === 風險管理與保險學系碩士在職專班 === 106 === Recently, due to the country's continued sluggish economy and demographic structure, with the advent of the low interest rate era, Taiwanese insurance policies introduced by local insurance companies have low pre-determined interest rates. Consumers are less interested in high premiums and are less willing to buy. After the opening of the foreign currency insurance policy, it is more advantageous for the insurance company to invest overseas, which will reduce the profit margin of the old policy. The purpose of this study is to explore the willingness of consumers to purchase foreign currency insurance policies and the influencing factors, and to realize the demands of consumers for foreign currency insurance policies. The study utilized the google form questionnaire to issue a total of 700 questionnaires, 698 copies were recovered, and 41 invalid questionnaires were deducted, and the valid questionnaires were 657. The data from questionnaires were analyzed with T-test, ANOVA test, factor analysis and correlation analysis at SPSS software. This study assumes that the four latent variables of involvement, perceived risk, functional value, and brand are the influencing factors on purchase intention of foreign currency insurance policy. The results show that the perceived risk, divided into perceived risk and perceived value, presents little impact on purchase intention. Involvement can be divided into involvement I (investment), involvement II (guarantee type) and involvement III (currency type). The involvement I (investment type) and functional value have the high positive correlations with purchase intention.