A Study on the Consumer Characteristics and the Demand for the Pet Insurance Purchase
| Autor: | PO-FU CHEN, 陳柏甫 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 A Study on the Consumer Characteristics and the Demand for the Pet Insurance Purchase Student: Po-Fu Chen Advisor: Dr. Yuh-Ju Lan Abstract Because of the rising awareness of the animal protection, the connection between animal and family become deeper and deeper. Not only numerous of animal protection groups are founded, but more pets’ owner willing to spend medical cost on their baby pets. Therefore, insurance company designs a product for pets exclusively- Pet insurance, which was according to the life insurance basis. This research investigates about the factors to impact the willingness for pet owners to buy this particular pet insurance. This study used purposive sampling questionnaire, and focus on the consumers that have bought pet insurance or have a certain degree of knowledge or interest about pet insurance. There were total of 365 valid questionnaires. As a result, the three variables for "willingness to buy" factor are "lifestyle", "product awareness" and "product involvement." And among those, "product awareness" is highly correlated; it means the consumers will increase their intention for pet insurance when they understand this product or the product is ideal for their needs. In addition, the study also found that lower-income consumers'' product awareness'', ''Product Involvement "and" willingness to buy " higher than on high-income consumers. This study suggests that many consumers will collect pet insurance related information due to its economic considerations, and they will gradually increase the awareness on pet insurance. For the more, they will purchase the product according to their need, interest or profit. Keywords: pet insurance, purchase intention, lifestyle, product knowledge, product involvement |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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