本文主要研究目的是應用計畫行為理論，探討國小教師購買長期照護險的意圖，藉以了解國小教師對長期照護保險購買的態度、主觀規範及知覺行為控制對行為傾向的影響。有別於過去文獻，本文增加保險公司之企業形象構面，使用複迴歸分析以驗證國小教師對長期看保護保險的購買意圖。實證結果發現國小教師對長期照護險的態度、主觀規範、知覺行為控制及保險公司之企業形象對購買長期照護險呈顯著正向關係，顯示保險公司須注意其企業形象，以提升要保人之購買意圖。 The main purpose of this paper is using theory of planned behavior to study the purchase intentions of long-term care insurance among elementary school teachers’ and simultaneously examine the effect of attitude, subjective standards, and perceived behavioral control on the behavior tendencies. Different from the previous studies, this paper applies the insurance company’s corporation images element,and uses multiple regression analysis to verify the elementary school teacher’s intentions to purchase long-term care insurance. The empirical results show a significant positive correlation among the factors.Insurance companies shall pay attention to their corporation images to enhance the policyholders purchase intentions.
