台灣財產保險經紀人服務功能與需求之實證研究

A Study of Service Functions and Demands for Insurance Brokers: Evidence from the Taiwanese Property-Liability Insurance

陳瑞(Ray Chen)；李珍穎(Chen-Ying Lee)

保險經紀人 ； 服務功能 ； 財產保險 ； insurance broker ； service function ； property-liability insurance

保險專刊

29卷1期（2013 / 06 / 01）

1 - 21

繁體中文

本研究旨在探討消費者透過保險經紀人購買財產保險的服務功能與需求，本文採用問卷調查法，藉由立意抽樣取得217份保戶的有效問卷，以迴歸分析對研究假說進行驗證。結果發現消費者重視保險經紀人之專業諮詢服務大於多元資訊服務，另經由逐步迴歸預測發現經紀人佣酬收取、保戶保險需求、願支付保費、提供理賠服務、提供多樣公司商品、公司規模對保險中介需求有顯著影響，若加入消費者對財產風險重視程度後，則財產保險規劃的重要性對保險中介需求亦有顯著的影響。本研究實證結果對台灣中介產業未來經營與行銷策略具有實務之應用。

The purpose of this study is to investigate service functions and demands for insurance brokers in the Taiwanese property-liability insurance. Purposive sampling method is used to collect 217 effective samples. Stepwise regression analysis is used to test the research hypotheses. The results are described as follow: Consumers attach more importance to the insurance brokers' professional consulting services than to the diverse information services. Furthermore, broker commissions, insurance needs, willingness to pay the premiums, insurance claims service, diversity of insurance products and company size have significant impacts on the demand for insurance intermediaries. If considering consumers' property risk perceptions, the importance of property insurance planning has a significant effect on the demand for insurance intermediaries. Our empirical results have practical implications for operational and marketing strategies of insurance intermediaries in Taiwan.

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