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系統識別號 U0026-0208202020443300
論文名稱(中文) 商業型長期照護保險之購買意圖-以保護動機理論觀點
論文名稱(英文) Purchasing Intention of Commercial Long-term Care Insurance: The Perspective of Protection Motivation Theory
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 王方靖
研究生(英文) Fang-Jing Wang
學號 R46061324
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 指導教授-黃瀞瑩
口試委員-方世杰
口試委員-李憲達
口試委員-楊濟華
中文關鍵字 長期照護保險  保護動機理論  主觀規範  購買意圖 
英文關鍵字 long-term care insurance  Protection Motivation Theory  subjective norm  purchasing intention 
學科別分類
中文摘要 近年來,隨著國人平均壽命的增長,逐漸衍伸出更多長期照護的需求,再加上少子化導致的勞動力衰退,恐使政府不再有足夠的社會福利量能照顧老年人口,對於長期照護需求者及其家人,政府補助上限額外的長期照護費用,無疑是沉重的負擔,此時商業型長期照護保險因運而生,其作用能保障長照家庭的開銷缺口,但普遍來說民眾對於此類保險的投保意願仍偏低。
保護動機理論作為預測行為的有效框架,可預測健康相關的風險感知與行為,並解釋了個體面臨恐懼時,保護自己免受潛在威脅影響的動機,因此本研究目的在於以保護動機理論的觀點,剖析消費者是否認為長期照護具有一定程度上的嚴重性與發生機率,並討論基於消費者本身執行購買行為的信念,和對於擁有長照保險所提供之保障的看法,再配合重要他人之意見與公部門的宣導推廣,探討威脅、認知過程與主觀規範間的相互關係,將如何影響消費者對於長照保險之購買意圖。
本研究係採用結構式問卷,以網路調查方式進行問卷發放,研究對象為一般消費者,共計回收375份有效樣本,經敘述性統計與結構方程模式分析,研究結果發現,個體威脅評估中的感知嚴重性與感知脆弱性,應對評估中的自我效能與回應效能,及知覺到的主觀規範,皆能有效增加消費者購買長照保險之意願,其中又以自我效能與主觀規範影響幅度最為顯著,然而回應成本與購買意圖間的負相關關係並不顯著。
整體而言,提升消費者的威脅評估與應對評估認知,配合外部主觀規範的影響,能夠增強消費者對購買長照保險的意圖,政府與相關業者可藉由本研究結果,作為未來長照產品規劃,擬定長期照護政策時相關配套措施之參考。
英文摘要 With the aging population, the demand of long-term care increases. Meanwhile, the decline of labor force may make the government no longer have sufficient social welfare to take care of the elderly population. In order to cover the shortage of government subsidies, the public with long-term care needs can purchase commercial long-term care insurance which can provide a certain degree of cash coverage. The purpose of the study was to assess the purchasing intention of long-term care insurance. By applying and testing the Protection Motivation Theory (PMT), this study measure an individual's risk perception and behavior; moreover, it explain the individual's motivation to protect himself from potential threats. This study aimed at general consumers and collected 375 structured questionnaires online, then using structural equation model to analyze the data. This study found that the perceived severity, perceived vulnerability, self-efficacy, response efficacy and subjective norm can effectively enhance consumers' purchasing intention of long-term care insurance. Among these independent variables, self-efficacy and subjective norm have the most significant effect. However, the negative relationship between the response cost and purchasing intention is not significant. Based on the results of this study, the government and insurance companies can use the results of this study as a reference for planning related policies or long-term care insurance product.
論文目次 摘要 I
Extended Abstract II
目錄 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻回顧 8
第一節 保護動機理論之發展 8
第二節 主觀規範 18
第三節 長期照護保險與購買意圖 20
第三章 研究方法 25
第一節 研究架構與假設 25
第二節 研究變數操作型定義與問卷設計 27
第三節 研究設計 32
第四節 資料分析方法 33
第四章 研究分析結果 34
第一節 樣本人口資料統計 34
第二節 平均數與變異數 38
第三節 因素分析 42
第四節 效度分析 45
第五節 差異分析 47
第六節 PLS結構模式分析 48
第五章 結論與建議 51
第一節 研究結果與討論 51
第二節 研究貢獻 54
第三節 研究限制與未來建議 56
參考文獻 58
中文文獻 58
英文文獻 59
附錄 71
正式問卷 71

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