隨著醫療技術進步與養生觀念蔚為風潮，國人平均壽命逐年增長，台灣逐漸邁向高齡化社會，需要長期照顧的失能人口逐漸增加，因此長期照顧保險(簡稱長照險)將逐漸成為熱門保險商品之一、是金融保險業關注的議題。本文應用理性行為理論(TRA)為理論基礎，探討購買長照險的相關行為信念(包括知覺焦慮與知覺價值)、外部變數(是指產品知識)與TRA模式中的態度、主觀規範以及長照險購買意圖的關係。研究採用問卷調查、獲得304份有效樣本，應用驗證性因素分析與多元迴歸分析進行研究架構的測量模式檢視與假設檢驗。研究結果顯示：(1)態度與主觀規範顯著正向影響個人購買長照險的意圖，其中態度的影響力更具主導地位，(2)工具信念變數-知覺價值以及外部變數-產品知識是購買長照險態度的顯著前因，然而情感信念變數-知覺焦慮對於態度的影響效果有限，(3)不同的知覺價值構面對於購買長照險態度的影響力有差異，品質績效與金錢價值的功能價值之影響力正向且強烈，然而人員功能價值、情感價值與社會價值的影響力則有限，(4)個人知覺焦慮對於影響購買長照險的態度之影響力有限。本研究並提出建議與實務意涵。

This article applies Theory of Reasoned Action as research approach to examine the relationships between behavioral beliefs (including perceived anxiety and perceived value) in purchasing LTC (long-term care) insurance, external variable (product knowledge), attitude toward behavior, subjective norm and intention of purchasing LTC insurance. A total of 304 valid questionnaires are collected. This study uses confirmatory factor analysis to examine measurement model and multiple regression analysis to examine path effects in the conceptual model. The results find that: (a) attitude and subjective norm have positive influences on personal intention on purchasing LTC insurance, attitude is the strongest predictor of purchase intension; (b) instrumental belief variables (perceived value) and external variable (product knowledge) are significant antecedences in purchase intension. Emotion belief variable (perceived anxiety) has limited effect on attitude; (c) functional value due to quality and functional value due to price have strong and positive effects on attitude, while functional value of professionalism, emotional value, and social value have limited effects; (d) perceived anxiety has limited effect on attitude for purchasing LTC insurance. The practical implications are proposed.