| 国内居民个人寿险产品购买行为的规范分析 |
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| 引用本文： | 陆卫平.国内居民个人寿险产品购买行为的规范分析[J].海南金融,2006(9):54-56. |
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| 作者姓名： | 陆卫平 |
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| 作者单位： | 上海财经大学,国际工商管理学院,上海市,200439 |
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| 摘 要： | 今天,个人寿险产品的购买成为越来越普及的一种消费活动,按着消费者购买行为规范分析的框架,分析发现:个人寿险产品兼有选购品和非渴求商品的特征;其消费者的购买决策行为属于一种“高介入度-理性”的活动;收入、教育水平、年龄、家庭生命周期、职业、产品提供的利益、消费态度和顾客品牌忠诚度等成为影响消费者对其进行购买的主要因素。
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| 关 键 词： | 个人寿险产品 行为特征 购买行为 |
| 文章编号： | 1003-9031(2006)09-0054-03 |
| 收稿时间： | 05 23 2006 12:00AM |
| 修稿时间： | 2006年5月23日 |
A Normative Analysis On Domestic Consumers' Purchase Behaviors Of Individual Life Insurance |
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| LU Wei-ping.A Normative Analysis On Domestic Consumers'''' Purchase Behaviors Of Individual Life Insurance[J].Hainan Finance,2006(9):54-56. |
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| Authors: | LU Wei-ping |
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| Institution: | School of International Business Administration, Shanghai University of Finance and Economics,Shanghai 200439,China |
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| Abstract: | Today,the purchase behavior of individual life insurance is becoming a widespread consumption.It is necessary to give a normative analysis on it.By a frame of normative analysis,we find that: individual life insurance exhibits the characteristics of selective-goods and undesired-goods;Its purchase behavior exhibits the characteristics of high-interposition and good-sense;And the main factors of infecting purchase behavior are income,level of education,age,life cycle of family,profession,benefit of goods,attitude of consumer,loyalty of customer. |
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| Keywords: | The Characteristic of Individual Life Insurance The Characteristic of Purchase Behavior The Main Factors of Infecting Purchase Behavior |
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