年輕族群對創新產險商品購買意願之研究A Study on Purchase Intention of Young Adults Toward Innovative Insurance

摘要
　　本研究以探討結婚綜合保險為主題，希望了解目前國內年輕族群對於創新產險商品的購買因素，依Holak(1988)的新產品採用模型及Rogers(1995)的創新擴散屬性模型為基礎，以居住在大台北地區的年輕族群為抽樣對象，總計有效問卷為700份，有效回收率為84.3％。
經實證結果發現，年輕族群創新接受程度越高，其購買意願越高。而相對優勢、可觀察性和說服知識對購買意願有顯著正向影響。在產品創新屬性方面透過消費者知識中介效果，也會影響購買意願。
關鍵詞：消費者特色、創新接受程度、產品創新屬性、消費者知識
Abstract
　　The main theme of this study focus on the discussion of the marriage insurance. It tends to research on the factors which affect domestic young adults to purchase an innovative insurance products. Based on Holaks New Product Adoption Model (1988) and Rogerss Innovation Diffusion Model (1995), The sample, collected from young adults living in the greater Taipei area, with 700 valid questionnaires and the effective received rate of 84.3%.
The analysis shows that. The young adults innovation acceptance has a positive relationship with purchase intentions. The comparative advantage. the observability and the persuasion knowledge shows a significant positive effect on the purchase intentions. The intermediate effect of consumer knowledge of the characteristics of innovative new product shows an effect on the purchase intentions.
Keywords: Consumer Characteristics, Innovation Acceptance, Characteristics of New Product, Consumer knowledge