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Title:	消費者對簡易壽險的認知與態度之研究 The customers`cognition and attitude for postal insurance
Authors:	黃頓協 Hwan, Ton
Contributors:	丁虹 Din,hon 黃頓協 Hwan,Ton
Keywords:	郵政簡易壽險認知態度 Postal insurance cognition attitude
Date:	1994 1993
Issue Date:	2016-04-29 15:51:32 (UTC+8)
Abstract:	隨著保險市場的開放，國人對保險的接觸相對的提高，而簡易壽險係屬於
Reference:	（一）書籍：１、人壽保險新實務講座—1.概論，允晨文化：民國八十一年五月初版。２、袁宗蔚著，保險學，台北：三民書局印行，民國七十九年三十版。３、黃俊英著，行銷研究—管理與技術，台北：華泰書局，民國七十六年第三版。４、楊國樞、文崇一、吳聰賢、李亦園等著，社會及行為科學研究法，台北：東華書局，民國七十二年六版。５、鄭柏勳著，消費心理學，台北：大洋出版社印行，民國六十七年十一月再版。６、鍾聖校著，認知心理學，台北：心理出版社，民國七十九年八月初版。７、鍾隆津著，商業心理學，台北：海島出版社，民國七十三年修定五版。８、顏月珠著，商用統計學，台北：三民書局印行，民國七十九年再修訂六版。（二）期刊：１、高文福譯，「簡易壽險的發展潛力」，壽險經營研究資料第四十期，民國六十三年十二月，pp.18。（三）論文：１、方世逸，「台灣地區個人購買行為之研究」，逢甲大學保險研究所碩士論文，七十七年六月。２、李回源，「普通個人壽險市場消費者行為之研究」，台大商學研究所碩士論文，七十二年六月。３、連健雄，「臺灣地區個人壽險購買行為因素之區別分析及購後行為之研究」，逢甲大學保險研究所碩士論文，七十七年六月。４、陳振遂，「台灣地區人壽保險行為及行銷策略之研究」，中原大學企業管理研究所碩士論文，七十七年六月。５、彭榮仁，「直接經驗對態度的認知及情感的影響」，中原大學心理研究所碩士論文，八十年六月。６、楊皙凱，「人身保險市場促銷策略之研究」，政治大學企業管理研究所碩士論文，七十二年六月。７、盧樹基，「消費者購買壽險利益因素與生活型態之研究」，政治大學保險宜究所碩士論文，民國八十三年元月。 1. Bartley S. H. , Principles of Perception, (New York: Harper & Bros, 1958). 2. Berkman Harold W. and Christopher Gilson, 1981. Consumer Behavior. 2nd ed. Kent Publishing Company. 3. Churchill G., Jr., Marketing Research : Methodological Foundations, 3rd ed. (The Dryden Press,1983). 4. Crespi, Irving, Attitude Research , Marketing Research Technique Series No. 7. Chicago : American Marketing Assocication, 1965. 5. Drever James , A Dictionary of Psychology, Baltimore, Maryland : Penguin Books, 1965. 6. Edgar A. Pressemiler, and William L. Wilie. Multi-attribute choice theory : A review and analysis. Paper No. 372, Herman C. Krannert Graduate School of Industrial Administration , Purdue University, 1972. 7. Engel, James F. & Blackwell, Roger D. & Kollat, David T. Consumer Behavior, 3rd ed., 1978. 8. Enjel Jame F. etc. Opcit,. 9. Festinger, leon. A theory of Cognitive dissonance. Harper & Row, 1957. 10. Green P. and D. Tull. Research for Marketing Decision, 4th ed. (Englewood cliffs, N.J. : Prentice-Hall, 1978). 11. Hawkins Del I. ,Roger J. Best and Kenneth A. Coney,1986, Consumer Behavior. 3rd ed. Business Publications Inc.,. 12. Kerlinger, F.N. Foundations of Behavioral Research (New York : Holt, Rinehart and Winston, 1973). 13. Kolter Philips , Marketing Management Analysis, Planning , Implimentation, and Control 6rd. 14. Likert ,R. A technique for the measurement of attitude. Archives of Psychology, 1932. 15. Martin. Fishbein, Attitude and the prediction of behavior. In M. Fshbein(ed.),Readings in Attitude Theory and Measurement. N. Y.:Wiley,1967. 16. Neisser Ulric, Cognition and Reality – principles and implications cognitive psychology, (New York: W. H. Freeman and Company press, 1967). 17. Newcomb Theodore M. , Ralph H. Turner, and Philip E. Converse, Social Psychilogy, (New York: Halt, Rinehart & Winston, Inc., 1965). 18. Peterson. Robin Marketing : A Contemporary Introduction 1st. 台北:華泰書局，民國六十七年。 19. Thurstone, L. L., and chave , E. J. The Measurement of Attitude. Chicago: University of Chicago Press, 1929. 20. Zaltman G. & P. Burger, Marketing Research; Fundamentals and Dynamics (Hinsadle, I11.:The Dryden Press, 1975). 1. Daniel. Katz , The function approach to the study of attitudes. Public opinion Quarterly, Vol.24, Summer 1960,163-204. 2. Hughes, G.D. Some Confounding Effects of Forced Choices Scale , JMR, Vol. 6, (May 1968), p.225. 3. Kaiser H. F. (1958) The varimax criterion for analytic rotation in factor analysis. Psychometrika, 23, pp. 188-200; H. F. Kaiser (1960) The application of electronic computers to factor analysis. Educational and Psychological Measurement, 20, pp. 141-151. 4. Rosenberg, M. J. Cognitive structure and attitudinal affect. Journal of Abnormal and Social Psychology. Vol.53, 1956, 367-372. 5. Scott William A. , Attitude Measurement, in G. Lindzey & E. Aronson (eds) , Handbook of Social Psychology, 2nd ed., Vol. 2, pp. 204-273.
Description:	碩士國立政治大學風險管理與保險研究所 81358023
Source URI:	http://thesis.lib.nccu.edu.tw/record/#B2002003712
Data Type:	thesis
Appears in Collections:	[Department of Risk Management and Insurance] Theses

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