消費者於變額（萬能）壽險認知之研究

A Study of Consumers on the Perception of Flexible Premium Variable Life

壽險的功能在於保障被保險人的遺族，降低因家庭經濟收入來源中斷所造成的衝擊，進而達成維持社會穩定和諧的功能。然台灣每人平均壽險保額偏低，除有部分人認為自己不會那麼倒楣及不想留一些錢給別人外，有部分人是因為預算不足而未安排壽險保障。惟壽險保障在保險規劃中是相當重要的一環，如何能夠將有限的資源，發揮到最大的效益，是大家關注的議題。眾多保險中，變額萬能壽險是相當經濟實惠的壽險工具，惟採用率不高，遠低於傳統的壽險商品。分析其原因，有可能是因保險從業人員沒有充分傳達給保戶投資型保險的權利義務及功能，導致大眾在需要壽險保障時，普遍不考慮以投資型保險做規劃。針對此議題，本研究探討消費者對變額萬能壽險的認知對其購買意願的影響。研究顯示：保險從業人員與非從業人員對變額萬能壽險接受度及認知有明顯差異；受訪前與受訪後消費者對於變額萬能壽險接受度產生明顯差異。顯見消費者恐因不瞭解變額萬能壽險的功能與架構而影響其購買意願，若能使消費者更清楚瞭解變額萬能壽險，未來消費者在規劃壽險保障時，變額萬能壽險的採用率應可明顯提升。

The functions of life insurance are to protect the survivors of the insured, reduce the impact caused by the interruption of family income sources, and achieve the function of maintaining social stability and harmony. However, the average life insurance insured amount per person in Taiwan is low. Except for someone think that they will not be so unlucky and do not want to leave money for others, many people do not arrange life insurance protection because of insufficient budget. However, life insurance protection is a very important part of insurance planning. How to maximize the benefits of limited resources is everyone’s concern issue. Among several life insurance products, investment insurance is actually a very economical life insurance tool. But the adoption rate of investment insurance is lower than traditional life insurance products. The reasons may be that insurance practitioners did not fully convey the rights, obligations and functions of investment insurance to consumers, which results in the consumers do not consider investment insurance products as their life insurance protection. This research explores the impact of consumers on the perceptions of investment insurance intentions. The results revealed that there is a significant difference in the acceptance of investment insurance between insurance solicitor and non- insurance solicitor; there are obvious differences between insurance solicitor and non- insurance solicitor in their perceptions of investment insurance; consumers' acceptance of investment insurance is significantly different before and after the interview. Obviously, consumers may be affected their willingness to purchase the investment insurance because they do not understand the function and structure of investment insurance. If consumers can understand investment insurance more clearly, the adoption rate of investment insurance should be significantly increased when consumers plan the protection of life insurance in the future.