消費者對醫療費用保險的投保意願與認知風險之研究

A Study of Consumers’ Purchase Intentions and Perceived Risk on Medical Expense Insurance

賴麗香(Li-Hsiang Lai)；廖文琪(Wen-Chi Liao)；黃春松(Chun-Sung Huang)；余永讚(Yung-Chan Yu)

醫療費用保險 ； 認知風險 ； 財務風險 ； 投保意願 ； Perceived risk ； Financial risk ； Purchase intention ； Medical Expense Insurance

嶺東學報

43期（2018 / 06 / 01）

147 - 167

繁體中文

本文針對台灣地區消費者發放問卷調查並回收有效問卷376份，以探討不同特性消費者對醫療費用保險的投保意願與認知風險的關係。本文研究結果發現，性別和年繳保險費不同的消費者對醫療險認知存在顯著差異，性別、年齡、職業、年繳保險月和每月可支配所得不同的消費者對認知風險和投保意願存在顯著差異；而且本文發現消費者對於醫療險認知越高，則投保醫療險的意願越高，但是消費者認知風險如財務風險、心理風險和社會風險則負向影響投保醫療險的意願。因此，本文建議保險公司在醫療險核保上慎防逆選擇、加強軍公教的職域開拓、開發既有客戶再次投保，提供充分資訊和服務，以消除消費者的認知風險促成業務開拓，並健全保險公司營運。

The purpose of this study is to explore purchase intention and Perceived risk for the different consumers on medical expense insurance. This study used questionnaire to collect 376 valid samples from Taiwan consumers. The results of this paper show that there were significant differences on awareness of medical expense insurance for gender and premium expenditure. Our results also indicate that there were significant differences on perceived risk for gender, age, career, premium expenditure, and disposable income. We found that the consumers have higher awareness on medical insurance, the more obvious insured intension; but the financial risk, psychological risk and social risk of consumer will negatively affect to the intensions on insured medical insurance. This study suggests that the insurance companies guard against adverse selection on medical expense insurance, and with advisory services and detailed description of the policy to eliminate the perceived risk of consumers.

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