| Author: | Lee, Sau-lan Rainbow |
| Title: | The impact of perceived risks on consumer information acquisition behaviour : managerial implications for effective marketing communication strategies for home insurance service in Hong Kong |
| Degree: | M.B.A. |
| Year: | 1998 |
| Subject: | Homeowner's insurance -- China -- Hong Kong Consumer behavior -- China -- Hong Kong Risk perception -- China -- Hong Kong Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Management |
| Pages: | xi, 100, [74] leaves : ill. ; 30 cm |
| Language: | English |
| Abstract: | The research aims at examining the relationship between varying levels of perceived risk with consumer behaviour in terms of information sources used in pre-purchase context. In addition to the hypothesis "Home insurance service consumers with high risk perception will choose more personal than impersonal sources of information", the relationships between consumer behaviour and demographic factors including age, marital status, number of dependents and ownership of property were tested. The relationships between the following variables were supported: Marital status and action to effect home insurance service (Significance Level; 0.01259) Ownership of property and plans to effect home insurance service (Significance Level: 0.00090) Ownership of property and action to effect home insurance service (Significance Level: 0.00000) In addition, there are some aspects of consumer behavior in respect of home insurance observed. Firstly, there is quite a big market potentials - there is 63.8% of respondents having not yet effected home insurance. Secondly, home insurance service is a low perceived risk activity - 62.9% of the respondents indicated low risk perception. Thirdly, people in Hong Kong are highly aware of risks exposure in both physical and liability risks - 94.6% for building / 93.6% for contents / 88% for occupiers' liability / 70.5% for personal liability, knowledgeable in insurance solutions and have access to insurance market. Fourthly, most of respondents expressed the choice of impersonal sources of information - 19.8% sought for personal source of information , 56.9% indicated their choice of impersonal source of information while 23.3% expressed a combination of both sources. The high risk awareness implies the awareness of potential exposure, which can be turned to a motive for effecting home insurance policy. Therefore, it is recommended to adopt push strategy i.e. sales promotion and personal selling to induce prospects to take out home insurance service. As the survey did not provide statistically significant preference to the source of information, it is suggested to increase the sample size in future research, thus trying to identify some empirically supported indication in consumer information acquisition behavior. |
| Rights: | All rights reserved |
| Access: | restricted access |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| b14466533.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 5.01 MB | Adobe PDF | View/Open |
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