The investment linked insurance, one of the investment tools which consumers relatively paid attention to in recent years, not only has a function of the traditional life insurance, but also satisfies consumers in multiple demands, such as investment, financing even festival tax, etc. The pursuing of the investment linked insurance has high competitive advantages in the insurance market, will replace traditional insurance and become the market that every insurance company does their best to win .However what are the motivations for consumers to buy investment linked insurance? Which are the types of purchase motivation clusters of the investment linked insurance? What are the differences of the insuring behaviors of the purchase motivation clusters ? Are there significant distinctions in allegiance and contentment between purchase motivation clusters and the expenditure type premium? It is the subject that the government and life insurance companies pay much attention to. For life insurance companies, purchase motivation will be a good marketing tool for market segmentation of investment linked insurance. In conclusion, this research attempts to summarize the cognitive factors of purchase motivation in investment linked insurance products by factor analysis. Furthermore, use cluster analysis to segment the purchase motivation of investment linked insurance products. After all others, examine the main effect and the interactive effects on the market segmentation factor between consumers? allegiance and contentment on the foundation of purchase motivation clusters and the expenditure type of premium. This research indicates ?1??Capital collection? is getting most explanation and receiving most attention from consumers, showing that the motivation of investing and financing is the core of the investment linked insurance market.?2?We can know that ?muti-motivation cluster? is the most important part of market segmentation from three purchase motivation cluster segmented by cluster analysis.?3?The expenditure types of premium have significant interactive effects on purchase motivation and allegiance.
