The selection of purchasing channel in life insurance industry

Abstract

The researcher is engaged in the insurance business With the analysis of financial fluctuations financial technology and the prevalence of online shopping brought by the popularity of the mobile phone it reveals that influence of the above elements has a significant effect on the choice of insurance purchasing channels As more customers are insured online and more insurance companies set up an official website to sell their products online this research is aimed to understand how consumer behavior is affected by these trends This will be done through statistical methods such as analysis of variance(ANOVA) and regression analysis The target audience is adults who are over 20 years old and have purchased life insurance policies Throughout the online survey a total of 404 valid questionnaires were collected The results of statistical analysis proves that demographic variables and insurance purchase experience have a significant impact on the choice of purchase channels and consumer behaviors Other consumer behaviors such as purchase motivation information collection and program evaluation also have a significant impact on the choice of purchase channels Therefore the results of the research are presented to the insurance industry as a reference for future marketing & sales strategies It is recommended to strengthen the nature of insurance master the purchasing habits of customers adapt to the habits of online shopping consumers and improve the professional capabilities and financial technology capabilities of business personnel

Date of Award	2020
Original language	English
Supervisor	Dung-Chun Tsai (Supervisor)