汽車在台灣是每個家庭普遍的交通工具，以2016年度台灣產險任意車險保費較2015年成長10.87%；此商機在各家產險公司競爭相當激烈。本研究主要探討以計畫行為理論從產品同質性、價格敏感度、行為態度、主觀規範、知覺行為控制與行為意圖，探討因素之間是否有相關聯性，以探討汽車保險同質性商品顧客選購行為相關因素。藉此幫助企業在經營面與行銷策略方針之擬定，達到實際應用的效益。
本研究發現產品同質性會正向影響使用態度、價格敏感度會正向影響主觀規範，而使用態度、主觀規範、知覺行為控制與行為意圖等變數之間，具顯著正相關且相互影響。以簡單線性迴歸分析驗證產品同質性、價格敏感度、使用態度、知覺行為控制、主觀規範皆顯著正向影響行為意圖。本研究年齡、教育程度與個人生活經驗（每週使用汽車天數、購買任意汽車保險商品經驗、申請理賠經驗），確實影響會使用態度、知覺行為控制、產品同質性感受及行為意圖。
以計畫行為理論驗證消費者購買汽車保險的相關因素包括使用態度、主觀規範、及知覺行為控制會正向顯著其購買行為意圖。消費者在汽車任意險商品價格敏感度上，研究顯示40歲以下族群較重視價格，如何降低40歲以下消費者價格敏感度，提高產品的獨特性與產品附加價值，設計多元差異化商品是保險公司可著力之商機所在。

Vehicles are common transportation in Taiwan and voluntary automobile insurance premium grows year by year, which has become a competitive market. The main purpose of this study is to find out the relevance among product homogeneity, price sensitivity, attitude, subjective norm, perceived behavioral control and behavior intention by using the Theory of Planned Behavior (TPB) and if customers out of variables have any obvious difference views from different dimensions. This study adopts convenience sampling and web survey and those who use internet or line on their cellphones are our main objects. Data collection time is from August 1st, 2017 to August 10th, 2017 and 296 effective questionnaires are retrieved. The result shows that product homogeneity has positive effect on attitude while price sensitivity also has positive one on subjective norm. Moreover, among attitude, subjective norm, perceived behavioral control and behavior intention, they are closely related to each other. By using the Theory of Planned Behavior (TPB), we can see that related factors on auto insurance purchase such as attitude, subjective norm and perceived behavioral control will positively affect customer purchase intention. According to the data analysis on price sensitivity, groups under 40 put more emphasis on the price. As a result, insurance companies can work on reducing the price sensitivity of customers under 40, enhancing product uniqueness and value-added and designing multiple products.

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