생명보험소비자의 금융인식 유형별 만족에 관한 연구

Abstract

This study identifies the characteristics that consumers perceived about financial and the factors that affect the satisfaction of 25-39 generation insurance consumers. A survey was conducted on 694 consumers who purchased life insurance within the past year. According to the study, there were four main factors that made consumers perception of finance, each of which was rational, skeptical, financial preference, and active investment tendency. Based on the four different financial perception characteristics, this study identified four types of consumers, including the ‘finance smart seeker’, ‘investment seeker’, ‘safety seeker’, and ‘uninterested finance group’. The higher the number of products owned resulted in greater investment seeker types, and the lower preferences for insurance resulted in more safety seeker types. It is possible to implement a consumer-centered insurance market if information is provided the type that consumers want, systematic financial consumer education is strengthened, and a continuous consumer service management strategy is established.