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Consumers' Perception and Consumer Affairs on the Home Shopping Insurance Ads.

  • Journal of Insurance and Finance
  • 2005, 16(3), pp.63-88
  • Publisher : Korea Insurance Research Institute
  • Research Area : Social Science > Business Management

Kyungja Kim 1

1가톨릭대학교

Accredited

ABSTRACT

The purpose of this study was to investigate the consumer perception and consumer affairs on the Home Shopping Insurance advertising. Twelve home shopping insurance advertisements were monitored and consumer data were collected from 270 adult consumers who had watched the advertisements at least once. Results revealed that the home shopping insurance advertisements were not completely deceptive, however, might lead consumers down the garden path. Survey respondents showed neither much interests in nor positive attitude to home shopping insurance. The consumers' knowledge level of insurance terminology were very low. Self regulation for the home shopping insurance advertisements and consumer education were suggested.

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