投資型保險商品已成為歐美地區保險業者的主力產品，購買投資型保險消費者必須承擔風險購買，在台灣地區它已成為保險公司保費收入重要之來源，且相關業者愈來愈重視。幾乎每一家保險公司都有銷售投資型保險，甚至銀行也有銷售投資型保險，在競爭的金融保險環境中，業者該如何建立差異化的服務品質，提升其企業形象，降低消費者對投資型保險知覺上的風險進而提高消費者之購買意願是經營業者極關心之問題。因此，本文擬考慮生活型態、企業形象、服務品質與知覺風險等變數，探討其對消費者購買投資型保險影響，並透過問卷調查做實證性分析，經實證後獲得下列八項具體的成果：(1)不同生活型態之集群對對時間風險之知覺則有顯著性差異在。(2)未婚者對服務品質構面中之有形性、可靠性、保證性與關懷性服務品質的重視度顯著高於已婚者。(3)已婚者對心理風險與財務風險之知覺顯著高於未婚者。(4)服務品質與企業形象各構面皆呈正向關係。(5)知覺風險與服務品質各構面皆呈負向關係。(6)企業形象與購買意願具有顯著的正相關性存在。(7)消費者對財務風險之知覺與其購買意願具有顯著的負相關性存在。(8)企業形象構面中影響消費者購買意願較重要因素：在企業形象構面中為公司形象；在服務品質構面中為反應性；在知覺風險構面中為財務風險。 The investment-linked insurance products have become main focus product in European and USA area. And also become the important income source for the insurance company in Taiwan. Meanwhile, the relative insurance company should pay more attention to take the following matter seriously, how to provide well against reduce the perceived risk and how to promote to buy the insurance-linked products so as to raise its service quality. However, almost every insurance company and bank have started to sell the investment linked insurance products. According to the high competition in insurance market and similar of the product, company has to differentiate their service quality to obtain the enterprise image. The customers will undertake the risk to buy the insurance-linked products. For the purpose to understanding consumer’s intention to purchase the investment-linked insurance, This article considers the following variables such as lifestyle, enterprise image, service quality, and perceived risk etc .Also the consumer’s intention to purchase the investment-linked insurance products to be considered. At last this study does the analysis in the reality by the questionnaire.Through the analysis in reality this paper makes eight specific conclusion: (1) The group with different type of lifestyle is difference in perceived time risk.；(2) The unmarried person in the perceived of tangibility, reliability, assurance and empathy to pay much attention to the married person.；(3) The married person in the perceived of physical risk and financial risk are obviously higher (more risk) than the unmarried person.；(4) Every structure level of service quality and enterprise image has positive relation.；(5) Every structure level of perceived risk and service quality has native relation.；(6) Every structure level of enterprise image and purchase intentions has positive relation.；(7) The financial risk of perceived risk and service quality has native relation.；(8)The most importance structure in enterprise image is company image. The most importance structure in service quality is reliability and the most importance structure in perceived risk is financial risk.
