消費者購買投資型保險商品之評估準則關鍵因素─層級分析法應用

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Title:	消費者購買投資型保險商品之評估準則關鍵因素─層級分析法應用
Other Titles:	A Study for Key Factors of Selection Criteria of Consumer Purchasing Investment-Oriented Insurance Products─AHP Application
Authors:	簡彬任 Chien, Pin-Jen
Contributors:	黃明官;周瑛琪 Huang, Ming-Kuan;Chou, Ying-Chyi 東海大學企業管理學系碩士班
Keywords:	投資型保險商品;層級分析法;評估準則 investment-oriented insurance products;Analytic Hierarchy Process;AHP;selection criteria
Date:	2008
Issue Date:	2011-03-08
Abstract:	本研究運用層級分析法（Analytic Hierarchy Process，AHP），探討消費者在購買投資型保險商品時所考量的評估準則關鍵因素，以建立評估層級結構。國內研究針對購買投資型保險商品的研究皆發現，對於人口統計變數中職業及所得有顯著的影響。故本研究也將針對職業及所得執行層級分析，分析不同集群的權重差異。幫助壽險公司在設計商品時，能更貼近消費者真正的需求，減少不必要的社會成本，幫助投保者達到保障兼具投資理財的效果。透過與業界三家不同壽險公司的資深業務經理進行訪談討論，以主觀或客觀的認定方式選出較適當的評估準則。根據專家的建議，最後建立購買投資型保險商品的評估準則分為五大構面與22項指標之層級架構。本研究之研究成果如下：1. 消費者在購買投資型保險商品時所考量的評估準則關鍵因素2. 建構投資型保險商品評估準則之層級結構3. 評估準則與權重體系之內涵與意義(1) 產品層面、商品功能最受重視，對於消費者在選購時最具影響力。(2) 基金績效、專業知識、服務態度、退休、保障為前五項重要評估準則。4. 依職業、所得區分之權重體系之內涵與意義根據本研究之成果提出建議，不同的消費者會有不同的理財需求，壽險公司更可以在商品上強調該張保單具有哪方面的功能，將消費者區隔。也可以由不同所得的區隔可以看出，收入較高的族群在選購投資型保險商品時，所重視的評估準則與其它層級有所差距，壽險公司可以針對這一個族群設計適合的商品。且這個族群的忠誠度很高，若能設計出吸引這個族群的商品，對於公司長遠的利益來看是非常有助益。 We use the Analytic Hierarchy Process (AHP) to investigate key factors of selection criteria that consumers considered while purchasing investment-oriented insurance products, and a hierarchy structure is constructed. Domestic studies devoted to the purchase of investment-oriented insurance have shown that occupation and income as demographic parameters have significant influence. In this research, we analyze the weight difference of occupation and income among different clusters under the scheme of AHP, which helps life insurance companies to design products which more closely reflect consumers’ real need, reduces unnecessary social cost, and provides an aid of financing and investment to the insured concurrently. Through the interviews with the reputable sales managers of three life insurance companies, the selection criteria are chosen appropriately both subjectively and objectively. Based on their suggestion, we ultimately build up a structure of the selection criteria of purchase of the investment-oriented insurance product, which consists of five facets and 22 indicators.The main findings of this work are as follows:1. Investigate key factors of selection criteria that consumers considered while purchasing investment-oriented insurance products.2. Build a hierarchy structure of selection criteria of investment-oriented insurance products.3. Assess the meaning and significance of the criteria and weights.(1) The aspects and functions of products play the most important role in deciding consumers’ purchase intension. (2) Fund performance, professional knowledge, service attitude, retiring, and warranty are top five choices of selection criteria.4. Discuss the meaning and significance of the separation due to the weights of occupation and income.Different kinds of consumers have different financing demands. Specialized functions can be emphasized on each product, which helps the life insurance company to distinguish different types of consumers. From the separation of different income, for instance, the investigation shows that the high-income community differs from other communities by emphasizing on different criteria while purchasing the investment-oriented insurance products. The life insurance company can accordingly design suitable products for this community. Further, the brand loyalty of this community is high if a product is found attractive, which benefits the insurance company for the long-term consideration.
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