消費者對兒童保險的認知、知覺價值與再購意願之研究

A Study on Consumer Cognition, Perceived Value, and Repurchase Intention of Children's Insurance

本研究探討我國兒童保險之再購意願調查，並針對保險法第 107 條之沿革歷程作詳細之比較。另外，利用消費者認知、知覺價值與再購意願理論，分析消費者對兒童保險再購意願之影響。本研究採用問卷調查法進行研究，調查時間為2022年11月2日至12月16日截止，總計回收有效問卷為200份，有效回收率為62.31%。實證結果顯示，消費者認知、知覺價值對兒童保險再購意願皆呈顯著正向影響。進一步分析知覺價值之子構面，以社會價值、價格價值與品質價值等三變項，為影響消費者是否願意再次購買兒童保險之重要因素。因此，本研究結果可作為保險公司未來分析消費者對兒童保險再購意願之參考。

This study investigates the repurchase intentions associated with children's insurance in Taiwan, providing an in-depth comparative analysis of the historical evolution of Article 107 of the Insurance Act. Furthermore, by applying theories related to consumer cognition, perceived value, and repurchase intentions, we analyze the impact of these factors on consumers' willingness to repurchase children's insurance. The research methodology employs a questionnaire survey method conducted from November 2 to December 16, 2022. A total of 200 valid responses were collected, resulting in an effective response rate of 62.31%. The research results show that consumer cognition and perceived value both exhibit a significant positive impact on repurchase intentions for children's insurance. Further analysis of the sub-dimensions of perceived value, including social value, price value, and quality value, reveals them as crucial factors influencing consumers' willingness to repurchase children's insurance. Therefore, the findings of this study can serve as a reference for insurance companies in analyzing consumers' willingness to repurchase child insurance in the future.