企業購買團體保險，除了法令上的責任之外，還為了留才及增加員工福利。對保險公司而言，拓展團體保險業務，認知到不同企業特性之客戶購買團體保險的原因及動機，以及承辦人員知覺風險的認知，始能強化團體保險市場之拓展及深耕。
本研究藉由個案研究方法中的多重個案研究，以某保險公司承保過之四家企業進行個案探討，並且採用非結構式問卷，予以深入了解不同的企業為什麼要購買團體保險，以及在決策過程中，如何評選保險公司；承辦人員在購買的過程中，承受了什麼類型的知覺風險，進而影響到企業的購買意願。
本研究將個案之綜合分析結果如下，期能提供後續研究者針對有購買團體保險之企業進行量化的研究，來驗證本研究的理論或提出不一樣的研究發現：
一、企業特性會影響團體保險的購買動機。
二、企業特性會影響公司購買團體保險之意願，但由於承辦人員的角色及知覺風險，則會加強或減弱企業特性對購買意願的關係。

For enterprise, purchasing group insurance is not only for the lawful responsibility, but also for talent retention and employee's welfare enhancement.
In the other hand, insurance company acknowledged the reason and motivation of purchasing the group insurance on customers with individual enterprise characteristic while expanding the group insurance business, which combined with undertaker’s perceived risk, then can help the expansion and development of group insurance market.
The research used multiple-case study methodology on certain insurance company that carried four enterprises.
And used the unstructured questionnaire to understand why the enterprises in different fields want to purchase group insurance, and how they to do evaluation on insurance companies in the decision process deeply; What type of perceived risk the undertaker bore in the process of purchasing, thereby influence the purchasing willingness of enterprise .
Through comprehensive analysis of this case, the findings of the study were concluded as follows and hope it can provide reference for following research which related to quantify analysis to verify our finding and also provide alternative conclusion:
1. The enterprise characteristic will affect the purchase motivation of group insurance.
2. The enterprise characteristic will affect the purchase willingness of group insurance. But because the role and perceived risk of staff that will strengthen or weaken the influence of enterprise characteristic on purchase will.

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勞保局 網站：http://www.bli.gov.tw/
中華民國人壽保險商業同業公會 網站：http://www.lia-roc.org.tw
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