| Summary: | 碩士 === 國立高雄科技大學 === 風險管理與保險系 === 107 === The purpose of this study is to understand the relative impact of respondents on "purchase motivation", " purchase awareness ", " purchase cognition " and "purchase decision" of life insurance. A questionnaire survey be used. And we used SPSS20 statistical software to make statistical analysis. The sample was analyzed by descriptive statistics, t-test, single factor analysis of variance, correlation analysis and regression analysis. This research have the following results:
1. The degree of awareness of respondents' motivation for purchasing life insurance is significantly different among different marital status, occupation and annual income.
2. Respondents' awareness of life insurance purchase awareness is significantly different in occupation.
3. Respondents' awareness of the awareness to purchase life insurance is significantly different at different ages and annual incomes.
4. There was no significant difference in the level of awareness of respondents regarding life insurance purchase decision.
5. The purchase motivation, purchase awareness, and purchase cognition of life insurance have very significant positive impact on the purchase decision. The higher the level of awareness of purchase motives, purchase awareness and purchase cognition, the higher awareness of purchase decisions their produce. Simultaneously, the purchase decisions also is highly influenced by purchase motivation, purchase awareness and purchase cognition.
Keywords: Life Insurance, Purchase Motivation, Purchase Awareness, Purchase Cognition, Purchase Decision
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