王仕茹Wang, Shih-Ju郭亭廷Kuo, Ting-ting2023-12-082022-06-062023-12-082022https://etds.lib.ntnu.edu.tw/thesis/detail/97411e72e58f3ffaf68608b0c26cb495/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/120166本研究是以計畫行為理論作為研究基礎，分析「態度」、「主觀規範」、「知覺行為控制」對消費者在購買長期照顧保險之購買意願的影響，並進一步了解消費者對於購買長期照顧保險的阻礙在「態度」、「主觀規範」、「知覺行為控制」三者中何者為最主要因素。本研究邀請F人壽保險公司的保戶進行線上調查，共蒐集241份有效問卷。本研究應用結構方程式模型(Structural Equation Modeling, SEM)來進行假說檢驗，研究發現「態度」、「主觀規範」、「知覺行為控制」都會正向影響購買意願，但影響效果差異很大。知覺行為控制對長期照顧保險購買意圖的影響效果最高，其次為態度，主觀規範的影響效果則是並不顯著。本研究之分析結果將有助於長期照顧保險業者與保險經紀人制定有效的行銷策略。Based on the theory of planned behavior, this study investigates the influence of attitude, subjective norm, and perceived behavioral control on consumers' willingness to purchase long-term care insurance. The major obstacles are further identified among attitude, subjective norm, and perceived behavioral control to purchase long-term care insurance. Policyholders of F Life Insurance Company were invited to participate an online survey, and a total of 241 valid questionnaires were collected. Using structural equation modeling (SEM) for hypothesis test, this study found that all of the three factors significantly and positively affect purchase intention, but their effect sizes vary greatly. Perceived behavioral control has the highest effect on purchase intention of long-term care insurance, followed by attitude, and the effect of subjective norm is negligible. The results could help long-term care insurers and brokers to formulate effective marketing activities.計畫行為理論長期照顧保險購買意願Planned Behavior Theorylong-term care insurancepurchase intentionetd