產險業顧客購買行為初探

　　本研究透過文獻探討及針對台灣產險業企業顧客之深度訪談資料，提出適用於產險業的企業顧客購買模式。資料顯示，台灣產險業顧客的購買過程主要視其購買情境而定。三種購買情境中，以全新購買的購買過程最為理性、仔細與繁複，直接重購的過程最簡化，修正重購則介於二者之間。根據分析結果，本研究也提出可供產險公司參考之行銷意涵、研究限制及對未來研究之建議。

關鍵字：產險業、顧客購買行為、購買中心、顧客購買過程、購買情境
An Exploroatory Study of Customer Buying Behavior in the Property/Casualty Insurance Industry
Abstract
Relying on literature review and in-depth interviews with Taiwanese corporate customers in the property/casualty insurance industry, this paper proposes a model of corporate customers buying behavior. The data indicate that complications in these customers purchasing processes depend on their buying situations. Among three types of buying situations, new-task buying is the most rational, detailed, and complicated process, straight rebuy is the simplest process, and modified rebuy is in between. Based on data analyses, this paper offers marketing implications for property/casualty insurance firms, limitations, and suggestions for future research.

Keywords: the Property/Casualty Insurance Industry, customers buying behavior, buying center, customer purchase process, buying situations