商業性長期照顧保險購買意願之影響因素研究 -質性取向

Abstract

隨著台灣社會邁入超高齡化時代，長期照顧需求急速增加，但現行政府長照制度仍存在服務覆蓋不足、申請程序繁瑣及資源分配不均等挑戰。商業性長期照顧保險因其能補足政府長照制度的不足，逐漸成為民眾應對老後風險的選擇。然而，該保險在台灣的普及率偏低，主要受限於高保費、認知不足及消費者對保險公司信任度不高等因素。本研究透過質性研究方法，探討影響消費者購買商業性長期照顧保險的關鍵因素，主要聚焦於消費者的老化風險意識、保障需求與市場產品的適配性。 民眾對自身未來的長期照顧風險認知有限，且政府現行政策無法完全滿足其需求。保險產品的設計需更具靈活性及透明度，同時降低保費門檻，以提升購買意願。此外，增強對商業性長期照顧保險的宣傳與教育，並與政府政策形成互補關係，亦是推動該市場發展的重要策略。本研究結果將為政府政策優化及保險公司產品設計提供實證基礎，以提升國人對長期照顧風險的重視與保障。 基於此背景與動機，本研究旨在透過質性研究方法半結構式焦點團體訪談，探討影響消費者購買商業性長期照顧保險的關鍵因素，並分析政府長照制度與商業保險之間的互補關係。本研究目的如下：（1）探討消費者對長期照顧風險的認知與態度、（2）分析影響商業性長期照顧保險購買意願的主要因素，包括產品設計、經濟負擔及政策支持、（3）提出提升商業性長期照顧保險接受度及市場發展的具體建議。 透過本研究流程，深入探討影響臺灣消費者購買商業性長期照顧保險的認知與態度。研究目標包括： 1. 長照風險的認知：了解消費者對長期照顧風險的認識程度。 2. 對風險保障的期望：探討消費者希望獲得何種程度的長照風險保障。 3. 對政府長照服務的了解：評估消費者對政府提供的長期照顧保障的認識。 4. 對商業長照險的了解：調查消費者對市場上商業長期照顧保險的理解程度。 5. 購買或未購買商業長照險的原因：分析消費者選擇購買或未購買商業長期照顧保險的主要因素。 6. 理賠給付範圍的期望：了解消費者對商業長期照顧保險理賠範圍的期望。 7. 投保方式的偏好：探討消費者對商業長期照顧保險投保方式的偏好。 為達成上述目標有助於揭示文化脈絡對行為的影響，特別是台灣長期照顧的文化特質。 研究結果顯示，民眾對自身未來的長期照顧風險認知有限，且政府現行政策無法完全滿足其需求。保險產品的設計需更具靈活性及透明度，同時降低保費門檻，以提升購買意願。此外，增強對商業性長期照顧保險的宣傳與教育，並與政府政策形成互補關係，亦是推動該市場發展的重要策略。本研究結果將為政府政策優化及保險公司產品設計提供實證基礎，以提升國人對長期照顧風險的重視與保障。

As Taiwan enters a super-aged society, the demand for long-term care is rapidly increasing. However, the current government long-term care system faces challenges such as insufficient service coverage, cumbersome application procedures, and uneven resource distribution. Commercial long-term care insurance has emerged as an option for individuals to address the risks associated with aging, as it can complement the shortcomings of the government system. Nevertheless, the prevalence of such insurance in Taiwan remains low, primarily due to factors like high premiums, limited awareness, and low consumer trust in insurance companies. This study employs qualitative research methods to explore the key factors influencing consumers’ decisions to purchase commercial long-term care insurance, focusing on their awareness of aging risks, protection needs, and the suitability of market products. The findings indicate that the public has limited awareness of their future long-term care risks, and the current government policies do not fully meet their needs. Insurance products need to be designed with greater flexibility and transparency, while also reducing premium thresholds to enhance purchasing willingness. Additionally, increasing promotion and education about commercial long-term care insurance, and forming a complementary relationship with government policies, are crucial strategies for advancing this market. The results of this study provide empirical foundations for optimizing government policies and guiding insurance companies in product design, aiming to raise public awareness and protection against long-term care risks. Based on this background and motivation, this study aims to explore the key factors influencing consumers’ decisions to purchase commercial long-term care insurance through semi-structured focus group interviews, and to analyze the complementary relationship between government long-term care systems and commercial insurance. The objectives of this study are as follows: （1） Investigate consumers’ perceptions and attitudes towards long-term care risks. （2） Analyze the main factors affecting the willingness to purchase commercial long-term care insurance, including product design, economic burden, and policy support. （3） Provide specific recommendations to enhance the acceptance and market development of commercial long-term care insurance. Through this research process, we delve into the perceptions and attitudes of Taiwanese consumers regarding the purchase of commercial long-term care insurance. The research goals include: 1. Awareness of long-term care risks: Understanding the extent of consumers’ knowledge about long-term care risks. 2. Expectations for risk protection: Exploring the level of long-term care risk protection consumers desire. 3. Understanding of government long-term care protection: To assess consumers’ understanding of the government’s long-term care services. 4. Knowledge of commercial long-term care insurance: Investigating consumers’ understanding of commercial long-term care insurance available in the market. 5. Reasons for purchasing or not purchasing commercial long-term care insurance: Analyzing the main factors influencing consumers’ decisions to purchase or not purchase commercial long-term care insurance. 6. Expectations for claim coverage: Understanding consumers’ expectations regarding the scope of claims in commercial long-term care insurance. 7. Preferences for insurance purchasing methods: Exploring consumers’ preferences for methods of purchasing commercial long-term care insurance. Achieving these objectives will help reveal the influence of cultural contexts on behavior, especially considering the cultural characteristics of long-term care in Taiwan. The research results show that the public has limited awareness of their future long-term care risks, and the current government policies do not fully meet their needs. Insurance products need to be designed with greater flexibility and transparency, while also reducing premium thresholds to enhance purchasing willingness. Additionally, increasing promotion and education about commercial long-term care insurance, and forming a complementary relationship with government policies, are crucial strategies for advancing this market. The results of this study provide empirical foundations for optimizing government policies and guiding insurance companies in product design, aiming to raise public awareness and protection against long-term care risks.