本研究旨在於以計劃行為理論的觀點，建構消費者抗拒行為關係模式，解釋消費者對媒體保險行銷抗拒行為的心理機制。本研究以台灣中部地區消費者為對象，進行問卷調查，先後應用探索性因素分析、信度分析與效度分析，設計正式問卷，蒐集468份有效樣本；經差異性分析與影響性分析，獲得以下結論：一、高中（職）較國中（含）以下有較高的抗拒傾向，且所得8萬元以上較2萬元以下、2～4萬元、4～6萬元也有較高的抗拒傾向；而所得2～4萬元、8萬元以上較2萬元以下有較高的抗拒行為。二、社會大眾公平認知會顯著降低抗拒態度，也會降低抗拒行為主觀規範；而抗拒行為控制認知對於抗拒意向的正向影響高於抗拒態度與抗拒行為主觀規範，抗拒行為控制認知是影響抗拒意向的最重要因素，且抗拒意向越高，抗拒行為會越明顯。本研究建議保險公司妥善運用社會大眾公平認知的影響力，藉由保險教育與諮詢服務，重新定位保險業務員角色為保險顧問，間接降低抗拒意向與抗拒行為，有助於媒體保險行銷。

The purpose of this study is to construct consumers' resistance behavioral relationship model from the perspective of the planned behavior theory to explain the psychological mechanism of resistance behavior for media insurance marketing. In this study, we used exploratory factor analysis, reliability analysis, validity analysis to design formal questionnaire, then collected 468 valid samples about the consumers in central Taiwan. We conducted the difference analysis and influence analysis. The results showed: First, the consumers of high school (grades) have higher resistance tendency than junior (inclusive), and the consumers have monthly disposable income above NT 80,000 who have higher resistance tendency than NT 20,000, 20 to 40 thousands, 40 to 60 thousands. Simultaneously, the consumers have monthly disposable income above NT 80,000, 20 to 40 thousands who have higher resistance behavior than below NT 20,000. Second, The community justice perception will significantly reduce resistance attitude, subjective norms of resistance behavior; the positive effects on perceived resistance behavior control influences resistance intentions higher than resistance attitudes, subjective norms of resistance behavior on resistance intentions. The perceived resistance behavior control is the most important factor of resistance intentions. The higher resistance intentions will be more obvious to resistance behavior. Suggesting that the insurance companies properly use the power of community justice perception, by insurance education and consulting services to reposition the role from the insurance salesman to insurance consultant. It may indirectly reduce resistance intentions and resistance behavior. We expect this study to help media insurance marketing.