生命保険に関する消費者の知識・関与水準の異質性とトリプルメディア

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  • Role of Triple Media in Life Insurance : Consumer Heterogeneity by Financial Literacy and Commitment
  • セイメイ ホケン ニ カンスル ショウヒシャ ノ チシキ ・ カンヨ スイジュン ノ イシツセイ ト トリプル メディア

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The purpose of this study is to analyze usage possibility of triple media as a tool for providing financial information. By a secondary analysis using quantitative data, evaluation was performed on triple media usage status per various consumer segments which classified per level of financial literacy and commitment. This result clarified that each consumer segment shows specific customer's behavior during process of external information search and decision making for taking out insurance. Also, it was assessed each segment shows unique characteristics of search process such as media approach manner, and variation of media used, frequency of media usage. So, the result revealed that required information and content is different from customer's level of financial literacy and commitment on financial product, and it was found out that customer are using media appropriate for their searching information. In order to supply information optimum for various consumer categories, it is vital to design communication method which carefully tailored for target consumer segments by effectively utilizing each media or multiple media, in view of each media's nature and advantages, as well as considering consumer's attribute, and level of engagement / literacy on financial products.

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