||The purpose of this study is to confer consumer point of view analyses both individual external behavior manner of life style and individual intrinsic perspective of personality traits would affect their decisions as they purchase life insurance or not.
The major method used by this study is questionnaire survey, which based on documentary analyzes structure. The samples of questioner are randomly chosen from general public. Total returns of those questionnaires are 392 samples and return rate is about 78.40%. Among those samples, usable one are 382 samples, which is 76.40% of total samples.
Using SPSS 12.07C Version computer statistic software and Microsoft Office Excel 2003 version to calculate and analyze those data based on each variable characteristic, using the number of times assignment, the percentage, the average, the cross-over analysis, the independent sample T-test, One-way ANOVA, Tukey HSD method, the Scheffe method, Dunnett test multiple comparisons, the Pearson correlation coefficient twin tails test to obtain the following conclusion afterward:
First, in life insurance purchase motive aspect: the difference on the consumer decision-making is numerous which demonstrate that when consumer purchases life insurance, their motive is obvious; as well as in sex, age, marital, and average family monthly income showing remarkable difference.
Second, in lifestyle aspect: with consumer lifestyle influence, the life insurance purchase motive shown a positive impact; but with age, marital status, and average family monthly income, the life insurance purchase motive shown significant discrepancy.
Third, in personality traits aspect: with personality traits' influence, the consumer life insurance purchase motive shown a positive influence; but with age, marital status, and average family monthly income, the life insurance purchase motive shown substantial diversity.
Fourth, for the life insurance insured rate increasing, the future potential re-insured life insurance consumer and the future prospective first time buyer of life insurance is very precisely associated with their lifestyle, as well as with their personality traits.
Also based on this study findings provide the recommendations to the life insurance company, the life insurance service manager, and the life insurance associates and future researchers of regarding life insurance.