知覺品質、知覺價值與行為意圖關係之研究-以購買長期照顧保險為例

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题名:	知覺品質、知覺價值與行為意圖關係之研究-以購買長期照顧保險為例
其它题名:	An Empirical Study about Perceived Quality, Perceived Value, and Behavior Intention- Taking the Purchase Behavior of Long-Term Care Insurance
作者:	廖珮君
贡献者:	黃庭鍾
关键词:	計畫行為理論、知覺品質、知覺價值、Theory of Planed Behavior、Perceived Quality、Perceived Value
日期:	2022
上传时间:	2022-09-08T02:17:37Z
出版者:	經國管理暨健康學院;健康產業管理研究所
摘要:	台灣目前正走向少子化與老齡化之路，未來需要被照護人口急速成長。在人口結構改變下，青壯年負擔相當的嚴峻，進而想倚賴家庭成員的照護將成為遙不可及的夢想，急遽增加的大量高齡照護需求，將是未來整個社會需要共同面對的主要議題。近年來，藉由保險觀念的宣導之下，人們開始意識到這個問題或可藉由保險降低或消弭長期照顧之經濟負擔。因此，本研究主要研究對象係以20歲以上，而且有經濟收入來源的消費者為主，採問卷方式調查共回收有效樣本398份，並將所得到的資料以統計模式加以分析驗證。本研究主要結果發現有四點：(1) 態度、主觀規範、知覺行為控制及知覺價值皆會正向顯著影響購買長期照顧保險的行為意圖；(2) 知覺品質對購買長期照顧保險的行為意圖並沒有顯著的影響；(3) 知覺行為控制、態度、主觀規範在知覺價值和購買長期照顧保險的行為意圖間具有顯著中介效果；(4) 知覺價值在知覺品質與長期照顧保險的購買意願間存在干擾效果。這表示消費者認為購買長期照顧保險是正確的決定，抱持正面的評價，而且消費者本身也瞭解長期照顧保險、能決定是否應該購買，在這些情況下，消費者對於長期照顧保險的購買行為意願會越高。換言之，首要必須先讓消費者對長期照顧保險保有正向的態度和評價，同時也要使其瞭解長期照顧保險的內容，如此一來，可讓消費者認為購買長期照顧保險對於未來是有幫助的，是正確的選擇，便可提高消費者對於長期照顧保險的購買意願。 t is currently approaching to a birthrate declination and radpidly increasing of aging situation in Taiwan. The population in need of nursing care would increase dramatically in the future. Under the changing of structure of population pyramid, the burden of young adults was quite severe. And it was almost a blurring dream to wish to rely on family members for the task of caring.The highly increasing demand for a large number of elderly cares would be a main issue for the whole society in the future. With the promotion of the concept of insurance, people started to realize the issue to reduce or eliminate the financial burden of long-term care could be solved by suggest the idea of long-term care insurances. Therefore, the main research took those consumers who were over 20 years old, and had a stable income as the study object. A total of 398 valid samples were collected through the questionnaire survey, and the obtained data were analyzed and verified by a statistical model. The main findings of this study were four points as following: 1. The attitude, subjective norm, perceived behavioral control, and perceived value all positively and significantly affected purchase intention to long-term care insurance; 2. There was no significant effect of perceived quality affects purchase intention; 3. The perceived behavioral control, attitude, and subjective norm had significant mediating effects between perceived value and purchase intention; 4. Perceived values played a moderator role with perceived quality and purchase intention. This mean that consumers believe that was a correct decision to buy long-term care insurance, they had positive reviews with it. And the consumers themselves understood that long-term care insurance and they would decide to buy it or not. Under these kinds of cases, those consumers' purchase behavior of long-term care insurance willingness would be increased. In other words, firstly, the consumers must have a positive attitude and evaluation of long-term care insurance, meanwhile, to make them to understand the content of long-term care insurance. And so, the consumers might think of buying long-term care insurance was helpful for the future, and it was a right thing to do.
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