血型性格學說，源起於日本，根據ABO血型系統來判斷人類性格的學說。認為具備某種血型的人，天生就會具備某種特定性格，本研究嘗試了解客戶血型與保險商品需求的種類是否有關連性、了解客戶背景對於購買人壽保險商品是否有關連性、不同血型對於購買人壽保險商品決策行為是否有顯著關連性、不同血型對於購買人壽保險商品決策行為是否有重要性排序與不同客戶背景對於購買人壽保險商品決策行為是否有顯著關連性。本研究以質性研究與問卷作為實證研究，資料收集以訪談方式，利用結構性、開放式的問卷來引導受訪者。研究其間於2020年9月20日至2021年1月20日，針對250位受試者發放問卷，將受試對象設定為20歲以上的社會大眾，而發放地區以臺灣地區。本文經由此個案分析，完成若干具有管理意涵之推論，做為未來進一步驗證之基礎，並將做出具體之結論與建議。 The theory of blood type and personality trait arises from Japan. Based on the ABO blood group system, human beings are divided into some groups sharing specific inherent characteristics. Accordingly, this study attempts to investigate whether there exists a relationship between consumers' blood type and their demand of insurance products. Besides blood type, consumers' background is also included in this investigation to examine whether both factors have a significant influence on consumers' commodity decision-making behavior, particularly in the products of life insurance. Moreover, the methods of a qualitative study and a questionnaire are adopted in this survey. Conducted in interviews with the structured and open-ended questionnaire, the empirical study covers 250 respondents aged above 20 in Taiwan, from September 20th 2020 to January 20th 2021. Finally, through a case study analysis, several inferences and conclusions of management significance are made in the hope of providing a basis for the future advanced empirical study.
