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国内居民个人寿险产品购买行为的规范分析

An Analysis on Purchase Behavior of Individual life Insurance
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摘要 文章对个人寿险产品的购买行为进行了规范分析,得出三点结论:一是个人寿险产品兼有选购品和非渴求商品的特征;二是其消费者的购买决策行为属于一种"高介入度——理性"的活动;三是收入、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其购买行为的主要因素。 Today purchasing individual life insurance has been becoming a popular and widespread behavior. The analysis shows that individual life insurance is typical of non-daily-necessities and undesired goods. Its purchasing decision is a kind of rational result and income level, education, age, life cycle, profession and consumption attitude are main factors to influence its purchasing.
作者 陆卫平
机构地区 上海财经大学国际工商管理学院
出处 《生产力研究》 CSSCI 北大核心 2007年第23期52-53,共2页 Productivity Research
关键词 个人寿险产品 购买行为 规范分析
分类号 F840.62 [经济管理—保险]
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参考文献3

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二级参考文献12

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共引文献72

生产力研究
2007年 第23期

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