提昇飼主投保寵物商業保險之研究

Research on Promoting Purchasing Pet Business Insurance Policies for Pet Owners

國內養寵物的人越來越多，但寵物保險市場仍停留在初始階段，如何提升國內寵物保險市場之發展，是很重要的課題。本研究首先分析推動寵物保險緩慢之因素與符合民眾需求之商品內容，採用問卷調查法，找出風險認知與產品涉入程度，經由政府溝通之措施，提昇符合民眾需求，驅動飼主對寵物保險購買意願之關聯性，並經結構方程模式驗證。本研究發現: 飼主希望保險公司提供更符合需求的商品，有多樣化的選擇；若飼主清楚所承擔的風險及保險內容，會提高購買的意願；若產品服務更為精進，則會想要再一次選購；飼主對寵物保險之資訊來源越多越好，網路是很重要的一環；寵物之醫療費用為飼主最關心者；每年保險費預算在6,000元以下有約九成。飼主會因為政府協助溝通措施更完善，而促進飼主們購買寵物保險的意願更強烈。

There are more and more people who keep pets, but the pet insurance market is still at the initial stage, and improving the development of the domestic pet insurance market is an important issue. This study first analyzes the factors of slow development of pet insurance and pet insurance that meets the needs of the public. It uses a questionnaire survey to find out the risk perception and product involvement. Through the communication of the government, measures to meet the needs of the public and promote the owner’s willingness to purchase pet insurance of relevance. It was also proved with structural equation Modeling. This study found that: Feed owners want insurance companies to provide more commodities that meet their needs, so that they can have a variety of choices when buying; If the products and services are more sophisticated, they will want to buy again; The more diverse the information sources for pet owners for pet insurance, the better, the Internet is an important part; Pet medical expenses is the most concerned by the owner. However, about 90% of feed owners are willing to pay an insurance premium of less than NT$6,000 per year. Owners will need to improve the method of government-assisted communication, which in turn encourages owners to purchase pet insurance.