勞退企業年金保險購買意圖之實證研究－企業人事主管的觀點An Empirical Study on the Purchase Intention of Labor Retirement Pension

摘要
本研究係以中華徵信所TOP 1000企業人事主管為研究對象，探討其購買勞退企業年金保險的意圖及影響購買意圖因素的關聯性。實證結果發現：(1)企業人事主管之態度、主觀規範、知覺行為控制會顯著正向影響購買意圖；(2)相容性會顯著正向影響購買意圖；(3)重要關係人及社會規範會顯著正向影響購買意圖；(4)有利條件會顯著正向影響年金保險購買意圖；(5)主觀規範會透過態度間接影響購買意圖，具有部份中介效果。
關鍵字：勞退企業年金保險、計畫行為理論、購買意圖
Abstract
This study adopted the Top 1000 enterprises of CCIS as research sampling to explore the human resource managers’ purchase intentions of labor retirement pension insurance and discover the relationships among affective factors influencing purchase intentions. The results showed: (1)the human resource managers’ attitude, subjective norm, and perceived behavioral control all had significantly positive effects on purchase intentions; (2)the compatibility had significantly positive effects on purchase intentions; (3)the important others and social norm had significantly positive effects on purchase intentions; (4)the favorable conditions had significantly positive effects on purchase intentions; (5)the subjective norm had an indirect effect on purchase intentions as taking the human resource managers’ attitude as a mediator.
Keywords: labor retirement pension insurance, theory of planning behavior, purchase intention