影響台灣消費者人身保險購買行為可能因子之探討On the Factors Affecting Life Insurance Purchase:Evidence from Taiwan

摘要
本文利用2004年東方消費者行銷資料庫(E-ICP)，以無母數方法之獨立性檢定及兩母體比例差檢定進行分析，探討可能與台灣消費者購買保險行為有關的因素，研究結果顯示：年齡、教育程度、個人收入、全家所得、職業、婚姻狀態及社會互動，可能是影響人身保險需求之原因。而且年齡在20-49歲之間、低教育程度、高個人所得、高家庭收入、從事有實質薪資所得的職業、已婚者，較容易去購買人身保險。此研究結果，有助於壽險公司瞭解潛在消費者的特性，可以作為未來在保險商品設計與行銷策略擬訂之參考。
關鍵字：人身保險購買、獨立性檢定、兩母體比例差檢定
Abstract
Our data are drawn from the 2004 Eastern Integrated Consumer Profile data set. Using test of independence and two-sample test for the difference in proportion, we empirically find that age, education, personal income and family earning, occupation, marital status, and social interaction may be related to life insurance purchase. To be more specific, people aged between 20 and 49, with good education, high personal income, high family earning, having a paid job, and who are married are more likely to purchase life insurance. These findings are of value to life insurers and instrumental in understanding the characteristics of potential insurance buyers.
Keywords: life insurance purchase, test of independence, two-sample test for the difference in proportion