影響保險金信託購買意願因素之研究A Study on the Factors Affecting the Intention of Purchasing Life Insurance Trust

摘要
保險業承做保險金信託，免稅的保險金信託可望激勵保險金信託之購買。本文以潛在顧客為研究對象，運用Logit模型探討影響購買保險金信託之因素，研究結果發現：市場資訊、經營績效、服務態度、保險市場樂觀程度、性別、年齡及子女人數，對於保險金信託之購買有顯著影響。
關鍵字：保險金信託、羅吉斯迴歸、購買意願
Abstract
Insurance industry can operate the life insurance trust (tax-free). This policy expected to promote the purchase of life insurance trust. This paper uses Logit model to explore the factors of purchasing life insurance trust for the potential customer. The results show that market information, operational performance, service attitude, optimistic degree of insurance market, gender, age, and numbers of children are related to the purchase of life insurance trust.
Keywords: life insurance trust, logistic regression, purchasing intention