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研究生:鍾永光
研究生(外文):Yung-Khang Chung
論文名稱:消費者對年金保險購買意願影響因素之研究
論文名稱(外文):Study on the Factors Influencing Consumers’ Purchase Intention on Annuity Insurance
指導教授:林豐騰林豐騰引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:金融與風險管理系碩士班
學門:商業及管理學門
學類:財務金融學類
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:60
中文關鍵詞:購買意願涉入程度知覺風險知覺價值企業形象
外文關鍵詞:purchase intentioninvolvement levelperceived riskperceived valuecorporate image.
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本研究以涉入程度、知覺風險、知覺價值與企業形象等因素,探討消費者購買年金保險的意願有何影響,建議商品推出應注意事宜,本研究以高屏地區一般消費者為對象,採問卷方式進行。實證結果發現:(1)涉入程度與購買意願有正向關係(2)涉入程度與知覺價值有正向關係(3)知覺風險與年金購買意願有負向關係(4)知覺價值與年金購買意願有正向關係(5)企業形象與知覺價值有正向關係(6)企業形象與年金購買意願有正向關係(7)知覺價值會對涉入程度與購買意願產生中介效果(8)知覺價值會對企業形象與購買意願產生中介效果。本研究希望能讓保險業者瞭解,國人對商業年金保險的購買意願,會受到哪些因素影響,就性別、年齡、學歷而言哪些是主要的消費族群,又該如何因應與面對,期盼能不斷推出符合市場期待的商品,使消費者購買比率快速增加且能穩定成長,讓每位國人都能擁有無憂無慮的老年退休生活。

This study explores how involvement level, perceived risk, perceived value and corporate image influence consumers’ intention in purchasing annuity insurance and suggests providing notes for goods. Adopting questionnaire method, the study takes the general consumers in south area of Taiwan as the objects. The empirical results show that: (1) involvement level has significant positive influence on purchase intention; (2) involvement level has significant positive influence on perceived value; (3) perceived risk has significant negative influence on annuity purchase intention; (4) perceived value has significant positive influence on annuity purchase intention; (5) corporate image has significant positive influence on perceived value; (6) corporate image has significant positive influence on annuity purchase intention; (7) perceived value has a mediating effect towards involvement level and purchase intention; (8) perceived value has a mediating effect towards corporate image and purchase intention. This study hopes that insurers can understand what factors can influence purchase intention on commercial annuity insurance. In terms of gender, age, educational background, who are the major consumer groups and how to deal with and face them. It is expected to introduce more goods in line with the market expectation, making the consumer purchase ratio increase rapidly and grow steadily and ensuring every person has a carefree old-age retirement life.

目 錄
摘 要 iv
英文摘要 v
目 錄 ix
表目錄 xi
圖目錄 xii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 5
1.3 研究目的 6
1.4 研究流程 7
第二章、文獻探討 9
2.1 年金保險的概念 9
2.2 涉入程度 17
2.3 知覺風險 21
2.4 知覺價值 23
2.5 企業形象 27
2.6 購買意願 29
第三章、研究方法 32
3.1 研究架構 32
3.2 研究假說 33
3.3 統計分析方法 33
3.3.1敘述性統計與相關分析 33
3.3.2 單因數變異數(ANOVA)分析 34
3.3.3 信度、效度分析 34
3.3.4 因素分析 35
3. 3.5 多元迴歸分析與徑路分析 36
第四章 研究結果與分析 37
4.1 問卷回收與敘述統計分析 37
4.2 單因數變異數分析ANOVA 38
4.3 因素分析與信度和效度 39
4.3.1 建構效度 39
4.3.2 因素分析 39
4.3.3 信度 40
4.4 複迴歸分析 44
4.5 徑路分析 46
第五章 結論與建議 49
5.1 研究發現與結論 49
5.2 研究意涵 50
5.3 研究限制與研究建議 51
表目錄
表1-1 100年底扶養比、老化指數國際比較 2
表2-1 社會年金保險與商業年金保險之優缺點比較 13
表2-2 市面販售年金產品類型簡介 16
表3-1 研究假設 34
表4-1 基本統計量 38
表4-2 個人資料與購買意願之單因數變異數分析法 39
表4-3涉入程度因素分析與信度分析 41
表4-4 知覺價值因素分析與信度 42
表4-5 知覺風險因素分析與信度 43
表4-6 企業形象因素分析與信度 44
表4-7 複迴歸分析彙整表 46
表4-8 徑路分析彙整表 47
表5-1 研究假說實證結果彙整表 50
圖目錄
圖1-1、消費者物價基本分類總指數走勢圖 3
圖1-2、2012年臺灣人口年齡分配結構圖形 4
圖1-3 研究流程 8
圖2-1. MONROE AND KRISHNAN (1985)提出的認知價值形成模式 24
圖2-2. 知覺價值模型資料來源:張重昭、周宇真(1999) 25
圖2-3. ZEITHAML (1988)消費者的價格、品質與價值認知模型 26
圖3-1、研究架構圖 32
圖4-1、徑路分析 48



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