壽險產業品牌形象、廣告訴求與購買意願之實證研究–知覺風險、購買涉入程度之干擾效果 A Study of the Brand Image, Advertising Appeals

摘要
　　本研究旨在探討消費者在壽險業品牌形象、廣告訴求、知覺風險、購買涉入程度與購買意願間之影響。以台灣北部地區消費者為對象，藉由便利抽樣取得979份保險顧客的有效問卷，有效回收率為93%，採用複迴歸分析對研究假說進行驗證。實證結果發現：(1)在購買壽險商品上，壽險業品牌形象與廣告訴求對消費者購買意願有顯著正向影響。(2)在加入消費者知覺風險後，發現知覺風險在壽險業品牌形象與廣告訴求上對消費者購買意願有部份干擾效果。(3)加入消費者購買涉入後，發現購買涉入程度在壽險業品牌形象與廣告訴求上對消費者購買意願亦產生部分干擾效果。整體而言，本研究實證發現對台灣壽險業擬定未來經營與行銷策略具有實務上之應用。
關鍵詞：品牌形象、廣告訴求、知覺風險、購買涉入、人壽保險業
Abstract
　　The purpose of this study is to explore the moderating effects of perceived risk and purchase involvement between the influence of brand image and advertising appeals on purchase intention in life insurance industry. The convenience sampling method was used to collect the primary data. 979 effective samples were collected and the effective response rate was 93%. The multiple regression analysis was used to test the research hypotheses.The results were list as follow: (1)Brand image and advertising appeals of the life insurance has significantly positive influences on consumer purchase intention; (2)The perceived risk in the life insurance brand image and advertising appeals on consumer purchase intention has significantly moderating effects. (3)The purchase involvement in the life insurance brand image and advertising apples on consumer purchase intention has significantly moderating effects. Our results have practical implications for operating and marketing strategies of the life insurance industry in Taiwan.
Keywords: brand image, advertising appeals, perceived risk, purchase involvement, life insurance