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。
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.
出处
《海南金融》
2006年第9期54-56,共3页
Hainan Finance
关键词
个人寿险产品
行为特征
购买行为
The Characteristic of Individual Life Insurance
The of Infectin
Purchase Behavior Characteristic of Purchase Behavior
The Main Factors
作者简介
陆卫平（1980-），男，上海财经大学国际工商管理学院博士研究生。
