Please use this identifier to cite or link to this item:
Study on the Factors Influencing Consumers’ Purchase Intention on Annuity Insurance
purchase intention;involvement level;perceived risk;perceived value;corporate image.
|Issue Date: ||2012-12-11 15:38:32 (UTC+8)|
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.
|Appears in Collections:||[金融與風險管理系(所)] 博碩士論文|
Files in This Item:
All items in STUAIR are protected by copyright, with all rights reserved.