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研究生:石麗卿
研究生(外文):Shih,Liching
論文名稱:影響消費者購買商業年金保險因素之研究
論文名稱(外文):The Study of Factor Affect Consumer Purchase Commercial Annuity Insurance
指導教授:林美珠林美珠引用關係
指導教授(外文):Lin, Meiju
口試委員:劉正智林玉惠林美珠
口試委員(外文):Liu, ChengchihLin, YuhuiLin, Meiju
口試日期:2012-07-12
學位類別:碩士
校院名稱:南開科技大學
系所名稱:福祉科技與服務管理所
學門:社會服務學門
學類:老年服務學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:86
中文關鍵詞:商業年金保險知覺價值品牌形象消費經驗
外文關鍵詞:Commercial annuities insurancePerceived valueBrand imageConsumption experience
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近年來,由於生活品質提昇及醫療技術不斷的精進,使得我國人民平均餘命持續上升。依據行政院經濟建設委員會「2010 年至2060 年臺灣人口推計」資料顯示,截至2010 年,國人零歲平均餘命推估,男性為76.1歲,女性為82.7 歲。國人生育率逐年降低,使得我國老年人口比例顯著提高,民國99年時,台灣地區65 歲老年人口佔總人口比例為10.7%,已達到聯合國所定義的高齡化社會。復根據內政部統計處於民國98 年「臺閩地區老人狀況調查」中資料顯示,我國65 歲以上老人之主要經濟來源有48.29%是以「子女 (含媳婦、女婿)奉養」為主。
家庭結構的改變,傳統大家庭結構已被小家庭所取代,中國傳統養兒防老的觀念也逐漸式微,希望透過自願性商業保險年金制度,讓國人選擇自己的退休經濟模式並提前規劃。
本研究的目的:(1)探討消費者未來購買個人商業年金保險的意願。(2)探討消費者的知覺價值是否會影響其商業年金保險的購買意願。(3)探討企業品牌形象的認知是否會影響其商業年金保險的購買意願。(4)探討消費者先前的消費經驗是否會影響其商業年金保險的購買意願。
本研究採用問卷調查方式蒐集資料透過SPSS分析,由消費者的觀點,探討對保險公司提供保險商品之知覺價值、對保險公司品牌形象、對保險公司服務的消費經驗等,對購買個人商業年金保險意願的影響,並經由文獻回顧與實證分析結果,獲得如下的結論:(1)知覺價值對消費者的購買意願有正向的影響(2)品牌形象對消費者的購買意願有正向的影響(3)消費經驗對消費者的購買意願有正向的影響。

On account of the continuous improvement in the quality of life and medical technology in recent years, average Taiwanese life expectancy has continued to increase. As shown in the population projections for Taiwan from 2010 to 2060 by the Council for Economic Planning and Development of Executive Yuan, Taiwanese life expectancy at birth up to 2010 are projected to be 76.1 years for males and 82.7 years for females. The low birth rate in Taiwan in the recent years has increased the proportion of the elderly population in Taiwan. In 2010, the elderly population aged 65 and above accounts for 10% of the total population in Taiwan, which fits the United Nations definition of an aging society. According to the 2009 survey of the elderly people’s situations in Taiwan by the Department of Statistics in the Ministry of the Interior, Republic of China, 48.29% of main sources of income for the elderly aged 65 and above are coming from their children including their daughters-in-law and sons-in-law.
The family structure has changed from the traditional extended family structure to the small family structure. The traditional concept, “fostering children for old age”, has also gradually disappeared. Nevertheless, voluntary commercial annuities insurance systems can help Taiwanese people choose their retirements plans in advance.
The purposes of the present study are: (1) to investigate consumers’ intentions to purchase commercial annuities insurance in the future; (2) to investigate whether consumers’ perceived values of insurance products would affect their intentions to purchase commercial annuities insurance; (3) to investigate whether enterprise brand images would affect consumer intentions to purchase commercial annuities insurance; (4) to investigate whether consumers’ previous consumption experiences would affect their intentions to purchase commercial annuities insurance.
This study conducted a questionnaire survey to collect data and the data collected were analyzed using SPSS. This study, from consumers’ perspectives, investigates the influences of the perceived values of insurance products offered by insurance companies, insurance companies’ brand images, and consumption experiences in insurance companies’ services upon consumers’ intentions to purchase commercial annuities insurance. After a literature review and empirical study, the conclusions are summarized as follows: (1) the perceived values of insurance products have positive influences on consumer purchase intentions; (2) brand images have positive influences on consumer purchase intentions; (3) consumption experiences have positive experiences on consumers’ purchase intentions.

中文摘要 i
英文摘要 iii
目錄 v
表目錄 vii
圖目錄 viii
第1章 緒論 1
1.1 研究背景 1
1.2研究動機 4
1.3研究目的 6
1.4研究範圍與對象 7
1.5論文架構及研究步驟 9
第2章 文獻探討 11
2.1知覺價值 11
2.2品牌形象 21
2.3消費經驗 35
2.4購買意願 38
2.5個人年金保險之介紹與現況 41
第3章 研究方法 48
3.1研究架構 48
3.2 研究假設 48
3.3研究變數之操作性定義 52
3.4問卷設計 53
3.5資料蒐集 56
3.6統計分析方法 58
第4章 實證分析 59
4.1受訪者基本資料分析 59
4.2敘述性統計分析 63
4.3因素分析 67
4.4信效度分析 69
4.5相關性分析 70
4.6迴歸分析 71
第5章 結論與建議 74
5.1研究結論 74
5.2研究限制與後續研究建議 75
參考文獻 77
附錄一 84

(1)中文部分
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吳美貞(2004)‧網路零售品牌消費經驗之研究—跨國性台日比較,碩士論文,高雄,國立高雄第一科技大學行銷與流通管理系。
林俊佑(2005)‧認知價值、品牌形象與顧客滿意對消費者購買決策之影響-以大台北地區金融控股公司為例,碩士論文,新北,真理大學管理科學研究所。
林建成(2007)‧淺談世界銀行多層次「老年經濟保障模式」‧國家政策研究基金會社會安全組。
林碧霞(2007)‧品牌形象及產品知識對購買意願之影響-價格折扣干擾效果之探討,碩士論文,台北,大同大學事業經營研究所。
黃瑋玲(2007)‧商業個人年金保險市場區隔之研究-以台中地區為例,碩士論文,台中,朝陽科技大學保險金融管理系。
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葛正琳(2009)‧臺灣國際觀光旅館品牌形象、知覺品質與知覺價值對旅客再宿意願之影響,碩士論文,苗栗,育達商業技術學院企業管理研究所。
葉香麟(2002)‧品牌形象、品牌關係與知覺品質關係之研究—以美白化妝品品牌為例,碩士論文,台北,銘傳大學管理科學研究所碩士論文。
楊緒永(2009)‧品牌形象、知覺價值、口碑、產品知識與購買意願之研究—以手機為例,碩士論文,嘉義,南華大學企業管理系管理科。
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顏福佑(2011)‧影響購買意願之因素探討-以服務涉入為干擾變數,碩士論文,高雄,國立高雄應用科技大學企業管理系。

(2)英文部分

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