影響消費者購買壽險商品的因素除受外在整體社經環境影響外，亦因個人年齡、職業、教育程度、家庭狀況、可支配所得及生活型態等因素而有所不同；在國內外學者對壽險消費的研究中，大多對消費者個人因素或保費支出的因素進行  探討，以瞭解其對購買壽險商品意願的影響。
  本研究將以C人壽保險公司保戶為對象，由消費者的觀點探討品牌權益、關係結合、關係品質之滿意度、信任與承諾，與購買意願進行探討，並瞭解涉入程度對保戶之需求關係，以作為人身保險業未來行銷策略及服務策略的參考。
  實證結果顯示如下：
一、品牌權益與關係品質因素有顯著正向影響
二、關係結合與關係品質有顯著正向影響
三、關係品質因素間有顯著正向影響
四、關係品質因素與購買意願有顯著正向影響
五、涉入程度與各變項間有顯著差異
六、人口統計變數對各變項間有顯著差異

In addition to the overall impact of socioeconomic environment, factors affecting consumers to purchase life insurance products are also varied due to individual age, occupation, education level, family status, disposable income and lifestyle etc. In the studies of scholars in and out of Taiwan, most studies discuss the individual factor of consumers or premium expenses factor to understand the influences of the factors to purchase  Intention of life insurance products.   
   The study takes the assured of C Life as objects and takes discussion on brand equity, relation combination, satisfaction of relation quality, trust and commitment, and purchase  Intention through the views of consumers to understand the relationship between the involvement degree and the requirements of the assured and take as reference for future marketing strategies and service strategies of personal insurance industry. 
   The empirical results are as the following: 
I. Brand equity and relation quality factor have significant and positive correlation. 
II. Relation combination and relation quality have significant and positive correlation.
III.Relation quality factors are significantly and positively correlated. 
IV.Relation quality factor and purchase  Intention have significant and positive correlation. 
V. Involvement degree and various items have significant differences. 
VI.Demographic variables have significant differences to various variables.

目錄
第一章 緒論	1
第一節  研究動機與目的	1
第二節  研究範圍與限制	2
第三節  研究流程	2
第二章 文獻探討	4
第一節  C人壽保險公司概況	4
第二節  品牌權益 （BRAND EQUITY）	10
第三節  關係結合（RELATION COMBINATION）	25
第四節  關係品質（RELATION QUALITY）	31
第五節  購買意願（PURCHASE INTENTION）	36
第六節  涉入程度（INVOLVEMENT DEGREE）	39
第三章 研究方法	43
第一節  研究架構	43
第二節  研究假說	44
第三節  研究變數操作性定義與衡量	51
第四節  問卷設計	56
第五節  資料蒐集方法	57
第六節  資料分析方法	57
第四章 研究結果	60
第一節  敘述性統計分析	60
第二節  消費者涉入之因素分析	70
第三節  變異數分析	78
第四節  全體樣本迴歸方程模式分析	88
第五節  假說檢定結果彙整	98
第五章 結論與建議	100
第一節  結論	100
第二節  建議	103
第三節  後續研究建議	105
參考文獻	106
附錄	123

圖目錄
圖 1-1  研究流程	3
圖 3-1  研究架構	43

表目錄
表 2-1  壽險業保費收入結構	4
表 2-2  C人壽保險公司得獎紀錄	6
表 2-3  C人壽保險公司最近二年度資產負債表	8
表 2-4  C人壽保險公司最近三年度損益表	9
表 2-5  牌權益定義彙整表	14
表 2-6  品牌權益衡量構面彙整表	24
表 2-7  關係行銷定義	26
表 2-8  關係行銷三種結合之關係層級	26
表 2-9  關係品質定義	31
表 2-10  關係品質構面彙整	33
表 2-11  購買意願定義	37
表 2-12  涉入程度定義	40
表 3-1  品牌權益操作性定義與衡量	51
表 3-2  關係結合操作性定義與衡量	52
表 3-3  滿意度操作性定義與衡量	53
表 3-4  信任操作性定義與衡量	53
表 3-5  承諾的操作性定義與衡量	54
表 3-6  購買意願的操作性定義與衡量	54
表 3-7  關係結合操作性定義與衡量	55
表 3-8  問卷題項	56
表 4-1  受訪者性別分佈敘述性統計分析	60
表 4-2  受訪者年齡分布敘述性統計分析	60
表 4-3  受訪者教育程度分布敘述性統計分析	61
表 4-4  受訪者婚姻狀態分布敘述性統計分析	61
表 4-5  受訪者職業分布敘述性統計分析	61
表 4-6  受訪者子女人數分布敘述性統計分析	62
表 4-7  受訪者個人年所得分布敘述性統計分析	62
表 4-8  受訪者擁有C人壽保險公司保單張數分布敘述性統計分析	62
表 4-9  受訪者持有C人壽保險公司保單投保至今年數分布敘述性統計分析63	
表 4-10  受訪者持有C人壽保險公司保單繳費方式分布敘述性統計分析	63
表 4-11  品牌權益敘述性統計分析	64
表 4-12  財務性結合敘述性統計分析	64
表 4-13  社交性結合敘述性統計分析	65
表 4-14  結構性結合敘述性統計分析	65
表 4-15  滿意度敘述性統計分析	65
表 4-16  信任敘述性統計分析	66
表 4-17  承諾敘述性統計分析	66
表 4-18  購買意願敘述性統計分析	66
表 4-19  CRONBACH'S Α 之係數參考指標	67
表 4-20  品牌權益量表之信度分析	67
表 4-21  財務性結合、社交性結合與結構性結合之信度分析	68
表 4-22  關係品質中滿意度、信任、承諾之信度分析	69
表 4-23  購買意願之信度分析	70
表 4-24  巴氏球形檢定與 KMO係數	71
表 4-25  涉入程度因素分析表	71
表 4-26  涉入程度信度分析表	72
表 4-27  集群凝聚係數增量表	73
表 4-28  兩階段集群法結果	74
表 4-29  三群之區別分析表	74
表 4-30  集群命名	75
表 4-31  各人口統計變數與涉入程度集群之卡方獨立性檢定表	76
表 4-32  品牌權益多變量變異數分析	79
表 4-33  各人口統計變數對品牌權益SCHEFFE事後檢定	80
表 4-34  關係結合多變量變異數分析	82
表 4-35  各人口統計變數對關係結合SCHEFFE事後檢定	83
表 4-36  滿意度變異數分析	84
表 4-37  各人口統計變數對滿意度SCHEFFE事後檢定	84
表 4-38  信任變異數分析	85
表 4-39  各人口統計變數對信任SCHEFFE事後檢定	85
表 4-40  承諾變異數分析	86
表 4-41  各人口統計變數對承諾SCHEFFE事後檢定	86
表 4-42  購買意願變異數分析	87
表 4-43  各人口統計變數對購買意願SCHEFFE事後檢定	88
表 4-44  判定係數解釋程度	88
表 4-45  品牌權益對關係品質迴歸方程式分析	89
表 4-46  品牌權益對滿意度迴歸方程式分析	89
表 4-47  品牌權益對信任迴歸方程式分析	90
表 4-48  品牌權益對承諾迴歸方程式分析	90
表 4-49  關係結合對關係品質迴歸方程式分析	90
表 4-50  財務性結合對滿意度迴歸方程式分析	91
表 4-51  財務性結合對信任迴歸方程式分析	91
表 4-52  財務性結合對承諾迴歸方程式分析	92
表 4 53  社交性結合對滿意度迴歸方程式分析	92
表 4-54  財務性結合對信任迴歸方程式分析	92
表 4-55  社交性結合對承諾迴歸方程式分析	93
表 4-56  結構性結合對滿意度迴歸方程式分析	93
表 4-57  結構性結合對信任迴歸方程式分析	94
表 4-58  結構性結合對承諾迴歸方程式分析	94
表 4-59  滿意度對信任迴歸方程式分析	94
表 4-60  滿意度對承諾迴歸方程式分析	95
表 4-61  信任對承諾迴歸方程式分析	95
表 4-62  滿意度對購買意願迴歸方程式分析	96
表 4-63  信任對購買意願迴歸方程式分析	96
表 4-64  承諾對購買意願迴歸方程式分析	96
表 4-65  線性回歸分析模式路徑係數與假設驗證表	97
表 4-66  假說驗證結果	98

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