암보험 구매의사결정과정에 관한 연구

A study on the purchase decision making process of cancer insurance

The purpose of this study was to explore the relationships between consumer decision making process and consumer satisfaction of consumer insurance. The samples were 217 adults. For statistical analysis, Cronbach' α, χ2, t-test, one-way ANOVA, Duncan post-hoc test and multiple regression analysis were used. The major research results of this study were as follows: First, the consumer decision making process of cancer insurance differed significantly according to demographic variables such as age, level of education, job, monthly household income. Second, the consumer satisfaction of cancer insurance was influenced significantly by service quality factor such as empathies, tangibles and amount of information from other consumers.