本研究對曾經以直效行銷方式購買保險的台灣地區消費者，根據各縣市人口比例進行隨機分層抽樣，共發出問卷5066份回收有效問卷913份，並以PZB衡量服務品質模型中的感受的服務 (Perceived Service) 變數做為區隔市場的基礎。經多變量統計分析，將DM、TM、Agent三個行銷管道中各自區隔出三種消費族群；銀行保險管道區隔出四個消費集群。每一個集群配合卡方檢定，對購買壽險的「利益因素」與構成知覺風險高低因素中的「價格/意願」、「商品知識/偏好」「態度/涉入」、「訊息來源/管道偏好」與「人口統計變數」共六個行為變數來解釋集群的行為特徵。研究發現：

1. DM管道消費者(831人)的行為特徵在「利益因素」為便宜、保險是理財套餐一部份、透過其他商品而購買；在「商品知識/偏好」為終身險、儲蓄險、重大疾病險、團體險、意外險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸訊息時點有關；在「訊息來源/管道偏好」為業務員、郵局；在「人口統計變數」為年齡集中於23~37歲(71%)、教育程度集中於高中~大學(89%)、居住地區北部(39%)、南部(30%)、中部(26%)。

2. TM管道消費者(57人)的行為特徵在「利益因素」為保險是理財套餐一部份、透過介紹後喜歡並購買；在「商品知識/偏好」為終身險、儲蓄險；在「態度/涉入」重視的為是否有專人服務與諮詢；在「訊息來源/管道偏好」為業務員、TM；在「人口統計變數」為男性居多(68%)。

3. Agent管道消費者(839人)的行為特徵在「利益因素」為購買程序方便、信賴金融機構知名度；在「商品知識/偏好」為重大疾病險、團體險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸時點有關、保障內容保費高低、接觸與了解的過程、售後服務、購後滿意程度；在「訊息來源/管道偏好」為業務員、金融機構櫃檯；在「人口統計變數」為年齡集中於23~44歲(83%)、教育程度集中於高中~大學(88%)、職業以民營職員、自由業、自營商人、公教人員。

4. 銀行保險管道消費者(101人)的行為特徵在「利益因素」為信賴金融機構知名度；在「商品知識/偏好」為儲蓄險；在「態度/涉入」重視的為購後滿意程度；在「人口統計變數」為家庭收入9萬以下(80%)、婚姻狀況已婚佔55%。

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This paper investigates the Taiwan's consumers who ever bought insurance by way of direct marketing channel. According to both of random stratified sampling and the proportion of each state's populations, we mail out 5066 articles of questionnaire and gain the 913 effective responses totally. The variable of segment is "perceived service" which is from the PZB model of 1994's version. With the multivariate analysis, we get 3 clusters on each marketing channel of DM, TM, Agent, and 4 clusters on Bancassurance. To each cluster, we apply χ2 Test to test whether it is significant to those behavior factors which are "Interest for buying insurance", "Price/Intention", "Product knowledge/Preference", "Attitude/Involvement", "Information/Channel", and "Population profile".

┌────┬─────┬─────┬─────┬─────┬─────┬─────┐

│ │Interest │Price/ │Product │Attitude/ │Informati-│Population│

│ │buying │Intention │knowledge/│Involveme-│on/Channel│profile │

│ │insurance │ │Preference│nt │ │ │

├────┼─────┼─────┼─────┼─────┼─────┼─────┤

│DM │Cheaper, │ │Whole life│Consultant│Agent,post│Age │

│ │One stop │ │, Endowme-│exist or │office │between 23│

│ │shopping, │ │nt Dread │not, The │ │and 37, │

│ │Cross │ │disease, │dealing │ │education │

│ │buying │ │group │moment, │ │between │

│ │ │ │insurance,│ │ │high │

│ │ │ │accident, │ │ │school and│

│ │ │ │ │ │ │university│

│ │ │ │ │ │ │resident │

│ │ │ │ │ │ │area on │

│ │ │ │ │ │ │north, │

│ │ │ │ │ │ │middle of │

│ │ │ │ │ │ │Taiwan │

├────┼─────┼─────┼─────┼─────┼─────┼─────┤

│TM │One stop │ │Whole │ │Agent │Male(68％)│

│ │shopping, │ │life, │ │ │ │

│ │Acceptance│ │Endowment,│ │ │ │

│ │after │ │ │ │ │ │

│ │explanati-│ │ │ │ │ │

│ │on │ │ │ │ │ │

├────┼─────┼─────┼─────┼─────┼─────┼─────┤

│Agent │Convention│ │Group life│Consultant│Agnet, │Age betwe-│

│ │, Trust │ │, Dread │exist or │Bancassur-│en 23 and │

│ │ │ │disease, │not, The │ance, │44, Educa-│

│ │ │ │ │dealing │ │tion │

│ │ │ │ │moment, │ │between │

│ │ │ │ │Contents │ │high scho-│

│ │ │ │ │and price,│ │ol and │

│ │ │ │ │The deali-│ │university│

│ │ │ │ │ng process│ │, │

├────┼─────┼─────┼─────┼─────┼─────┼─────┤

│Bancass-│Trust, │ │Endowment │Emphasis │ │Family │

│urance │ │ │ │the satis-│ │income │

│ │ │ │ │faction │ │below │

│ │ │ │ │ │ │NT90000, │

│ │ │ │ │ │ │married │

│ │ │ │ │ │ │(55％), │

└────┴─────┴─────┴─────┴─────┴─────┴─────┘

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