Consumer’s Preference on the Distribution of Life Insurance’s Policy： A Case Study for the Tainan Area

[[abstract]]由於金控法的通過，准許金融控股公司跨業經營保險，促使了壽險業多重行銷通路的興起。本研究的目的即藉由生活型態變數將消費者加以區隔，了解不同市場區隔集群間，消費者對購買人壽保險評估的準則及購買人壽保險行銷通路偏好的差異性，以提供壽險業者選擇目標市場及擬定行銷策略之參考。 摘 要 本研究以問卷為調查工具，使用的分析工具為 Spss 10.0 統計套裝軟體，所採用的資料分析方法則有次數分配、因素分析、集群分析、判別分析、交叉分析、單因子變異數分析等。 由研究結果發現：第一，各區隔集群的消費者，在人口統計變數、購買評估準則及購買動機上，皆有顯著差異。第二，購買評估準則中，以理賠服務、保險公司的財務健全及保險產品內容符合需求等三項，最為消費者重視。第三，消費者購買壽險時，保險業務員通路仍高於非保險業務員通路。[[abstract]]Fllowed with execution of Financial Holding Company Act, it opens the door for engagement of finance holding corporations into insurance business amongst different industries, as well as inspires development of multiple distribution channels in life insurance business. The purpose of this study is to segment customers with life style variables, in order to have a better understanding of customer principles and preferences in purchasing life insurance and its relevant distribution channels, as well as to provide life insurance professionals with references in selecting target market and constituting marketing strategies. Using questionnaires as investigation tool and Spss 10.00 statistics suite software as analysis tool, this study is applying date analysis methods including Frequency Distribution, Factor Analysis, Cluster Analysis, Discriminate Analysis, Cross-Table, and One-way ANOVA Analysis. ABSTRACT This study also discovers that: First, customers in each segmented cluster demonstrate distinct differences in Population Statistics Variables, Purchasing Evaluation and Criterion, and Purchasing Motives. Secondly, amongst Purchasing Evaluation and Criterion, most customers highly value these three aspects, including Claims Management, insurance corporation's wholeness in finance, and insurance products' market appeals. Thirdly, when customers purchase life insurance, they still prefer to purchase from insurance sales people than non-insurance sales people