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論文名稱(中文) 金控的品牌形象與互動品質對消費者購買人身保險商品意願之影響
論文名稱(英文) The Brand Image and Quality Interaction of the Financial Holding Corporation on Consumer Purchasing Intention of Life Insurance Products
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 鄭培伶
研究生(英文) Pei-Ling Cheng
學號 R47001238
學位類別 碩士
語文別 中文
論文頁數 115頁
口試委員 指導教授-劉宗其
口試委員-許永明
口試委員-吳立偉
口試委員-王綺楓
口試委員-余祖慰
中文關鍵字 品牌形象  互動品質  再購意願 
英文關鍵字 Brand image  Interaction quality  Repurchase intention 
學科別分類
中文摘要 由於全球金融市場環境與資訊科技不斷的創新與變遷,為因應瞬息萬變的金融市場競爭,我國在2000年通過了『金融機構合併法』,允許銀行、保險、證券等三個行業做同業合併;另在2001年通過『金融公司控股法』,大幅放寬金融機構跨業經營的限制,隨著法令的逐步開放,促使金融商品推陳出新,使銀行、保險、證券之間的業務區隔與差異性漸趨模糊,業者提供消費者一次購足(one stop shopping)的百貨性金融商品。
在金融商品不斷推陳出新的環境中,也衝擊了原本單純的人身保險商品的銷售環境與通路,由傳統的業務員,演變成多元的行銷通路進行銷售。人壽保險公司在政策與金融環境劇烈變遷下,開始配合金融控股公司進行與各種金融商品交叉行銷或透過多元行銷通路銷售。
消費者對於人身保險商品的購買決策過程是一連串複雜的過程,本研究以有經營或兼營人身保險業務的子公司或關係企業的金控公司為研究對象,以紙本問卷與利用mySurvey製成電子線上問卷,在其平台供受訪者進行填答,共計回收420份有效問卷,探討金控公司的品牌形象與互動品質對於消費者購買人身保險商品時再購意願。
研究結果驗證金控公司本身所型塑的品牌形象與互動品質之於消費者對人身保險商品再購意願均具有正向的顯著影響,並藉此提供給金控公司,針對人身保險商品的多元通路的進行的行銷策略調整,以提升其綜效。
英文摘要 As the global financial market and information technology are constantly innovating and changing, the Taiwan government passed the “Financial Institutions Merger Law” in 2000 that allows industry consolidation of bank, insurance and securities in response to the rapidly changing financial market competition. In 2001, “Financial Holding Company Act” was then passed to have a substantial loosening of the cross-industry business restriction to financial institutions. With the gradual opening of the Acts, financial products were innovated, leading to business segmentation and differentiation within bank, insurance and securities to be gradually blurred since they provide consumers with “one-stop shopping” financial products.
In this environment of endless innovating financial products, the selling environment and channels of original simple life insurance products were deeply impacted. The sales were evolved from the traditional salesman into diversified marketing channels. Under the dramatic changes of policies and financial environment, life insurance companies began to have cross-marketing for various financial products or sell by multiple marketing channels with financial holding companies.
Since consumers’ decision-making processes to buy life insurance products are a series of complex processes, this study chose financial holding companies that operate or concurrently operate life insurance subsidiaries or affiliates as the subjects and gave the interviewees paper questionnaires and online questionnaires on mySurvey with a total of 420 effective questionnaires. The study aims to explore how financial holding companies’ brand images and interaction quality affect the consumers’ life insurance product repurchase intentions.
The results verified that the financial holding companies’ brand images and interaction quality have positive and significant impact on consumers’ life insurance product repurchase intentions. By providing the results to financial holding companies, we hope to enhance the general effect on life insurance products’ marketing strategy adjustment of multi-channel processes.
論文目次 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 6
第二章 文獻探討 7
第一節、金融控股公司之概述 7
2.1.1 金控公司的定義 7
2.1.2 我國金控公司概況 9
2.1.3 金控環境對壽險業的影響 17
第二節、人身保險商品 19
2.1.1 人身保險商品的定義 19
2.1.2 人身保險行銷通路 20
第三節、品牌形象 24
2.3.1 品牌形象的定義 24
2.3.2 品牌形象之衡量構面 26
2.3.3 品牌形象與購買意願之關係 28
第四節、互動品質 33
2.4.1 互動品質的定義 33
2.4.2 互動品質之評估因素 34
第五節、消費者購買意願 37
第三章 研究架構與方法 41
第一節、研究架構 41
第二節、研究假設 43
第三節、問卷設計 50
3.3.1 研究樣本蒐集 50
3.3.2 問卷設計 51
第四節、資料分析方法 54
第四章 實證結果與分析 56
第一節、敘述性統計分析 56
第二節、因素分析 62
第三節、信度分析 79
第四節、Pearson相關係數分析 85
第五節、迴歸分析 86
第五章 研究結論與建議 90
第一節、研究結論 90
第二節、管理意涵 94
第三節、研究限制與建議 96
5.3.1 研究限制 96
5.3.2 研究建議 98
參考文獻 99
中文部份 99
英文部份 101
網站部份 106

表目錄
表 1-1 2012年壽險業初年度保費收入來源別統計表(保費收入+負債) 2
表 2 1 目前我國金控概況分析 9
表 2-2 行銷通路區分表 23
表 2-3 品牌形象衡量構面 28
表 2-4 購買意願定義彙整 39
表 3-1 品牌形象衡量問項 44
表 3-2 互動品質衡量問項 46
表 3-3 購買意願衡量構面 47
表 3-4 正式問卷內容(第二部份到第四部份) 53
表 4-1 消費者獲得人身保險商品的資訊之次數分配表(可複選) 57
表 4-2 消費者與金控公司人身保險商品交易之次數分配表(可複選) 58
表 4-3 消費者最滿意的金控公司之次數分配表 59
表 4-4 樣本人口統計變數之次數分配表 60
表 4-5 品牌形象的KMO與BARTLETT檢定 62
表 4-6-1 依因素負荷量排列,品牌形象的轉軸後成份矩陣 63
表 4-6-2 依構面排列,品牌形象的轉軸後成份矩陣 64
表 4-7 品牌形象的因素命名 65
表 4-8 品牌形象的共同性 66
表 4-9 品牌形象的總累積解釋量 67
表 4-10 互動品質的KMO與BARTLETT檢定 68
表 4-11-1 依因素負荷量排列,互動品質的轉軸後成份矩陣 69
表 4-11-2 依構面排列,互動品質的轉軸後成份矩陣 70
表 4-12 互動品質的因素命名 71
表 4-13 互動品質的共同性 72
表 4-14 互動品質的總累積解釋量 73
表 4-15 再購意願的KMO與BARTLETT檢定 74
表 4-16-1 依因素負荷量排列,再購意願的轉軸後成份矩陣 75
表 4-16-2 依構面排列,再購意願的轉軸後成份矩陣 75
表 4-17 再購意願的因素命名 76
表 4-18 再購意願的共同性 76
表 4-19 再購意願的總累積解釋量 77
表 4-20 PEARSON相關係數分析 85
表 4-21 品牌形象與購買意願的迴歸分析 86
表 4-22 互動品質與購買意願的迴歸分析 88
表 4-23 品牌形象、互動品質與購買意願的迴歸分析 89
表附錄一 前測問卷 107
表附錄二 正式問卷 112

圖目錄
圖 1 1 人身保險的經營機構與保險種類及保險商品關係圖 4
圖 1 2 研究流程 6
圖 2 1 金融控股公司組織圖 8
圖 2 2 2013年15家金控公司總市值 16
圖 2 3 通路型態圖 20
圖 2 4 品牌權益金字塔 29
圖 2 5 品牌權益金字塔塑造的主要目標 30
圖 3 1 本研究架構圖 42
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