年輕族群對長期照護保險購買意願之研究

The Factors Affecting Young Adult's Purchase Intension of Long-Term Care Insurance

10.29916/JMPP.202212_16(2).0009

洪惠綸(Hui-Lung Hong)；吳家銘(Chia-Ming Wu)

長期照護險 ； 健康認知 ； 風險認知 ； 知覺價格 ； 同儕影響 ； Long-term care insurance ； health cognition ； risk cognition ； price cognition ； peer influence

管理實務與理論研究

16卷2期（2022 / 12 / 01）

135 - 149

繁體中文

由於臺灣的平均不健康生存年數逐年增加，以及總人口數呈現連負成長，高齡長者的照護問題已是目前重要的議題。因此本研究將藉由健康認知、風險認知、知覺價格、社會因素、長照險認同及同儕影響來探討20到39歲年輕族群對長期照護險的認同，進而對長期照護險的購買意願。結果顯示，對於長期照顧險認同，風險因素、社會因素、長照險認知與同儕影響對年輕族群的長照險認同有顯著正向影響；價格因素則對年輕消費者族群的長照險認同存在顯著負向影響。其次，對於長期照護險的購買意願，風險因素與同儕影響對年輕族群的購買意願有顯著正向影響；健康因素與價格因素年輕族群的購買意願存在顯著負向影響；且長照險認同對風險認知與知覺價格對購買意願之影響具有完全中介效果。

Due to the average disability-adjusted life year increasing and the negative growth population in Taiwan, the care of the elderly has become an important issue now. Therefore, this study explores the effect of healthy cognition, risk cognition, price cognition, social factors, long-term care insurance identification, and peer influence of young people on long-term care insurance identification and purchase intention. Then, this study investigates those factors in the purchase intention of long-term care insurance. The results show that long-term care insurance identification, risk cognition, social factors, long-term care insurance cognition, and peer influence have a significant positive impact on the long-term care insurance identification of young people, but price cognition affects the long-term care insurance identification negatively. Second, risk cognition and peer influence have a significant positive impact on the purchase intention of young people; health cognition and price factors have a significant negative impact on the purchase intention. Finally, insurance identity has a complete mediating effect on the influence of risk cognition and price cognition on purchase intention.

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