台灣保險企業品牌形象、客戶保險素養與再購意願之關聯性研究

The Study on the Relationship between Brand Image, Customer Insurance Literacy and Repurchase Intention of Insurance Enterprises in Taiwan

10.53106/181345482022091602004

魏筱昀(Siao-Yun Wei)；周建亨(Chien-Heng Chou)；郭彥谷(Yen-Ku Kuo)

保險業 ； 品牌形象 ； 保險素養 ； 再購意願 ； Insurance industry ； brand image ； insurance literacy ； repurchase intention

多國籍企業管理評論

16卷2期（2022 / 09 / 01）

155 - 174

繁體中文;英文

本研究旨在探討台灣保險企業品牌形象、客戶保險素養與再購意願之間的關聯性。透過問卷調查法以收集數據，並進行了深入的分析，以瞭解這三個重要變數之間的相互作用。研究結果表明，品牌形象在客戶再購意願中發揮著正向且顯著的影響作用，這一發現強調了保險企業在品牌建立和維護方面的重要性。此外，本研究發現客戶保險素養對品牌形象與再購意願之間存在正向顯著的調節效果。這表示客戶的保險知識、技能和經驗對於品牌形象對再購意願的影響程度具有一定程度的調節作用。具體來說，當客戶的保險素養較高時，品牌形象對再購意願的正向影響更為顯著，而當客戶的保險素養較低時，品牌形象的影響相對較弱。這項研究的發現對於台灣保險業具有重要的實務意義。首先，保險企業應該重視並積極管理自身的品牌形象，以提高客戶的再購意願。此外，保險企業應該意識到客戶的保險素養水平，並針對不同素養水準的客戶擬定相應的行銷策略。例如，對於保險素養較高的客戶，可以提供更專業和進階的服務，以加強他們對品牌的忠誠度。本研究揭示了台灣保險企業品牌形象、客戶保險素養和再購意願之間的關聯性，並為保險業者提供了有價值的參考，以改進其市場策略和品牌管理實踐，提高保險業的競爭力，並滿足客戶不斷變化的需求。

This study aims to investigate the relationship between the brand images of insurance companies in Taiwan, customer insurance literacy, and repurchase intention. Through a questionnaire survey, we found that brand image has a significant positive impact on customer repurchase intention, highlighting the importance of brand establishment and maintenance for insurance companies. Additionally, customer insurance literacy has a positive moderating effect on the relationship between brand images and repurchases intention, with highly literate customers being more influenced by the brand. This holds practical significance for insurance practitioners who should prioritize brand image management and tailor marketing strategies according to varying customer literacy levels. The study provides valuable insights to enhance competitiveness in the insurance industry and meet customer demands.

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