本研究的內容，主要是以居住在大台北地區20歲以上之就業者為研究對象，藉著問卷調查的方式，從需求面來探討消費者對重大疾病保險的看法與期許。分析方法分別為次數分配、因素分析、Cronbach α、單因子變異數分析、交叉分析。 本研究將保險購買評估準則，利用因素分析將之區分為「公司狀況與產品利益」、「過去與週遭經驗」、「保費及公司型態」、「感情與服務態度」及「專業能力」等五個因素。並探討各因素在購買經驗及人口統計變數上是否具顯著差異。另外分別針對購買和理賠經驗、購買動機、購買意願、資訊來源、人口統計變數與產品利益屬性等方面做卡方（χ2）獨立性檢定。研究發現： 1.就保險購買評估準則方面： 最受重視的是「公司狀況與產品利益」，其次則為「過去與週遭經驗」，而最不受重視的則為「保費及公司型態」。 2. 購買重大疾病保險之經驗、原因與資訊管道 （1）受訪者中投保重大疾病保險的比例有六成以上，整體而言，已婚者購買的比例大於未婚者；而隨著收入的增加其購買重大疾病保險的比例也增加。 （2）未購買及中斷購買原因主要是「保費負擔太重」、「對保障內容不滿意或不瞭解」以及「已有全民健保就足夠」。 （3）購買資訊管道以「保險業務人員的推銷」、「親友的介紹」以及「公司的團體保險」為主。 3. 產品利益屬性 （1）對於重大疾病保險未來發展方向的選擇，以「增加重大疾病的項目」、「結合其他醫療功能的保單」以及「增加給付方式的選擇」等三項為大部分受訪者的選擇。 （2）保險金給付的偏好方式，以一次金給付、分次終身給付及代付醫療費用三者之接受度最高。 （3）適當的重大疾病給付額度，大多數的受訪者認為應在101∼300萬之間。 / This study focus on labor people aged from 20 in metropolitan Taipei arena. By questionnaire interviews, we will study the customers' opinions and expectations to dread disease insurances from market demand. The analytical methods will be described as followings: Frequency Distribution, Factor Analysis, Cronbach α, One-Way Anova Analysis and Crosstable. The study classifies the purchasing evaluation criteria of insurance as five factors such as “Cooperation situation and product profit margin”, “Past and surrounding experiences”, “Insurance premium and cooperate types”, “Emotion and service attitudes” and “Professional”. And explores the possibilities of the apparent differences for each factor to purchasing experiences and demographic variables. On the other hand; we try to make χ2 independence evaluation to purchasing & reimbursement experiences, purchasing motivation, purchasing intention, information resources, demographic variables and product profit properties. We found: 1.The evaluation criteria of buying insurance: People more emphasize on “Cooperation situation and product profit margin” and followings by “Past and surrounding experiences”. And less emphasis on “Insurance premium and cooperate types” 2.The experiences, results and information channels for purchasing serious disease suffered insurance: (1)The proportion of holding policy for serious disease is 60% or above. Generally speaking, the proportion of married people policyholder is larger that the one of single people. And the more the income increases;the more the proportion of purchasing disease suffered insurance increases. (2)The main reasons of not purchasing or quitting are “Premiums are too expensive”, “Not really satisfy or understand the contents of insurance covered”, and “It’s quite enough for having public healthy insurance”. (3)The main information channels to purchase insurances are “The promotion of insurance sales people”, “Relatives & friends introduction”, and “Cooperation group insurance”. 3.Product profit properties: (1)For the options of dread disease insurance development, generally, there would be three items to be acceptable such as “Additional benefits of dread diseases”, “Combine with policies of other medical functions”, and “Additional options of payment mode”. (2)The preferred payment way of premiums will be “Pay off”, “Life Amortization ”, and “Pay medical expenses by agent” and more acceptable. (3)Most interviewees think that the reasonable benefit amount for dread disease insurance will target on between NT$1 million and NT$3 million.