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研究生:趙家亨
研究生(外文):CHAO, CHIA-HENG
論文名稱:消費者對任意汽車保險之認知、產品涉入與購買意願之研究
論文名稱(外文):The Effect of Consumer’s Voluntary Automobile Insurance Awareness and Product Involvement on Purchase Intention
指導教授:詹淑慧詹淑慧引用關係
指導教授(外文):ZHAN,SHU-HUI
口試委員:陳叡箴許治文
口試委員(外文):CHEN,RUI-ZHENXU,ZHI-WEN
口試日期:2017-06-16
學位類別:碩士
校院名稱:正修科技大學
系所名稱:金融管理研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:79
中文關鍵詞:汽車保險購買意願產品認知產品涉入
外文關鍵詞:Automobile insurancePurchase intentionProduct awarenessProduct involvement
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本研究以消防人員為研究對象,探討其是否因工作緣故,因更能感受交通事故之損失嚴重程度,而影響其本身對任意汽車保險之產品認知、涉入及購買。研究結果發現,消防工作年資較資淺者,較重視保險公司提供之理賠等專業服務、並認同任意汽車第三人責任保險的重要性。不同用車頻率受訪者,用車頻率較低者對汽車保險的產品認知、涉入及購買意願高於用車頻率較高者。車齡較低者,對任意汽車第三人責任保險的產品認知、涉入及購買意願高於車齡較高者。過去曾發生碰撞經驗或過去曾向保險公司申請理賠經驗的受訪者,對任意汽車保險的產品認知、任意汽車第三人責任涉入及購買意願高於未發生或未曾申請者。目前有投保者任意汽車第三人責任保險者,較重視保險公司品牌形象、專業服務、以及誤購風險。本研究以產品認知與產品涉入進行迴歸分析,其結果發現受訪者在任意汽車第三人責任保險的購買考量上,以產品認知、產品重要性、及誤購風險為主要考量,而保險公司品牌及業務人員的專業能力等品牌象徵對購買意願的影響並不顯著。
In this study, firefighters were used as the research subjects. We want to explore whether it is due to reasons of work and deep cognition of the seriousness of the loss of traffic accidents, those reasons affect their automobile insurance awareness, involvement and purchase of the third party liability insurance for automobiles. The results found that the younger firefighters pay more attention to the claims and other profes-sional services provided by the insurance company, and agree with the importance of the third party liability insurance. As for different driving frequencies, the lower frequency of car users have higher awareness of insurance products, involvement and purchase intention of the third party liability insurance than those higher frequency of car users. Those newer car owners have higher awareness of insurance products, involvement and purchase intention of the third party liability insurance than those older car owners. Respondents who have experienced collisions or who have applied for claims from insurance companies in the past have higher awareness of insurance products, involvement and purchase intention of the third party liability insurance than those who have not been or have not. At present, those who are insured voluntary automobile third party liability insurance, pay more attention to the insurance company brand image, professional services, and the risk of mistakenly purchase. The re-gression results found that respondents took product awareness, product importance, and the risk of mistakenly purchase into their considerations of purchase of the third party liability insurance. Those brand symbols like the company's brand and salesmen's professional ability did not im-pact the purchase intention significantly
摘 要......................I
目 錄......................VI
圖目錄......................VIII
第一章 緒論..................1
第一節 研究背景與動機.........1
第二節 研究目的...............5
第三節 研究流程...............6
第四節 本文架構...............8
第二章 文獻探討...............9
第一節 汽車保險概述...........9
第二節 產品認知相關文獻.......12
第三節 產品涉入相關文獻.......14
第四節 購買意願之相關文獻.....19
第五節 汽車保險之相關文獻.....21
第三章 研究方法..............24
第一節 研究變數之操作性定義...24
第二節 研究假說..............27
第三節 問卷與抽樣設計.........28
第四節 資料分析方法...........29
第四章 實證分析結果...........32
第一節 基本資料分析...........32
第二節 信度與效度分析.........34
第三節 差異分析...............38
第四節 迴歸分析...............53
第五章 結論與建議..............55
第一節 研究結論................55
第二節 研究建議................58
參考文獻.......................60
附錄 (問卷)....................65

一、中文文獻
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3.朱淑珍(2002),金融風險的傳導機制及防禦對策,東華大學學報,03: 129-131
4.余建輝(2004),分紅保單購買行為之研究,逢甲大學保險學系研究所碩士論文。
5.汪銘生、翁興利(1993),我國整體環境風險評估、溝通與管理政策分析及策略規劃計畫-子題IV環境風險評估、溝通與管理案例與研究方法,行政院環保署委託研究。
6.施明成(2001),汽車損失險商品發展與行銷策略之研究---市場區隔理論之應用,逢甲大學保險學系研究所碩士論文。
7.徐孟維(2011),產品涉入、贊助式推薦文態度與購買意願關係之研究,國立中正大學企業管理學系碩士論文。
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9.謝允中(2005),消費者對任意汽車保險之購買決策與購買意願之研究,逢甲大學保險學系碩士論文。
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16.黃懿慧(1994),科技風險與環保抗爭-台灣民眾風險認知個案研究,台北:五南出版社。
17.楊容俐(2004),影響消費者購買人身保險決策因素之研究-以大台北地區為例,輔仁大學應用統計研究所碩士論文。
18.廖志逢(2003),銀行保險消費者購買動機、認知、涉入與意願之研究,朝陽科技大學企業管理系碩士論文。
19.劉欽蓮(2002),焚化爐附近居民與一般民眾的風險知覺研究,中國醫藥學院環境醫學系碩士論文。
20.林裕翔(2009),影響消費者銀行保險商品購買意願之因素-以涉入、服務品質觀點分析之,朝陽科技大學企業管理系碩士論文。
21.蔡育倫(2000),任意汽車責任保險認知涉入與購買行為之關係,逢甲大學保險學系研究所碩士論文。
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二、英文文獻
1.Cagliano, A. C., Grimaldi S. & Rafele C. (2015), Choosing project risk management techniques - A theoretical framework, Journal of Risk Re-search, 18( 2 ) , 232-248.
2.Chen, C. F., & Tsai, M. H. (2008), Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator, Tourism Management, 29(6), 1166-1171.
3.Coulter, R. A., Price, L. L., & Feick, L. (2003), Rethinking Origins of In-volvement and Brand Commitment: Insights from Post socialist Central Europe. Journal of Consumer Research, 30(2), 151-169.
4.Gary, M. (1991), Managing Atmospheric Effects on Consumers and Retail Works. Journal of Business and Economic Perspectives, 17(2), 45-54.
5.Henry, A. (1995), Consumer Behavior and Marketing Action, Ohio: South-Western College Publishing.
6.Houston, M. J. & Rothschild, M. L. (1978), Conceptual and Methodolog-ical Perspective in Involvement, in Research Frontiers in Marketing: Di-alogues and Directions. Chicago, IL: American Marketing Association, 184-187.
7.Kotler(1997)Marketing management: Analysis, planning, implementation and control (9thed.). New Jersey: Prentice-Hall.
8.Krugman, H. E. (1965), The Impact of Television Advertising: Learning without Involvement, Public Option Quarterly, 29, 349-356.
9.Mathivanan, R., & Devi, S. (2013), A study on customers perception and satisfaction towards health insurance, International Journal of Marketing and Technology, 11(3), 47-62.
10.Mowbray, A. H. (1995), Definition and measurement of financial risk – based on wavelet analysis.
11.Olsen, S. O. (2007), Repurchase loyalty: The role of involvement and sat-isfaction, Psychology and Marketing, 24(4), 315-341.
12.Parasuraman, A.(1997) ,Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161.
13.Rogers, G. O. (1997), The dynamics of risk perception: How does perceived risk respond to risk events. Risk Analysis, 17(6), 745-757.
14.Savage, I. (1993), Demographic influences on risk perception, Risk Anal-ysis, 13(4), 413-420.
15.Schiffman & Kanuk(2000),Consumer Behavior, Upper Saddle River, N.J: Prentice Hall.
16.Schiffman, L. G., Kanuk, L. L. (2000), Consumer Behavior, New Jersey: Prentice- Hall.
17.Slovic, P. (1987), Perception of risk. Science, New Series, 236, 280-285.
18.Stoneburner, G., Goguen, A. & Feringa, A. (2002), Risk Management Guide for Information Technology Systems. Gaithersburg, MD: National Institute of Standards and Technology.
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21.Trieschmann, J. S., and Hoyt, R. (2004). Risk Management and Insurance, Prague: GRADA Publishing ,Risk measures in strategic management re-search: auld lang syne? Authors Timothy W. Ruefli, James M. Collins, Joseph R. Lacugna, Strategic Management Journal Volume 20, Issue 2February 1999 Pages 167–194.
22.Zeithaml V. A., Berry, L. L. & Parasuraman, A. (1988),Communication and Control Processes in the Delivery of Service Quality, Journal of Mar-keting, 52, 35-48.



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