Under the influence of the financial crisis and the implementation of rate liberalization in year 2009, it resulted the annual premiums dropped to the lowest in recent years. Followed by the property and casualty insurance industry resorted to preferential rate policy in recent years to strive for more insureds. Under such continuous long-term price-cutting competition, the growth rate of premium income is not considerably high. It not only make it hard for property and casualty insurance industry to scale up, but also creates an impediment to the long-term development of the domestic property and casualty insurance market. When the domestic insurance companies design new insurance policies or introduce new insurance products, since it is not easy for people to understand the content of the insurance policies or the policies do not meet their needs, the acceptance of the policies is relatively low. The profits of the insurance industry from commodity innovation are still quite limited. "How to design a new product which will meet the insureds' needs and draw their attentions" will be the most important topic for the insurance companies. Therefore, this study further took "real estate defect insurance", which has not been implemented domestically yet, as the theme. By the approach of "questionnaire", the study targeted the adults above 20 years old living in Taiwan. Based on the new product adoption model of Holak (1998), analyzing the product innovation attribute categories of Rogers (1995), the attention on the structural safety of the respondents, the price of insurance, and other facets, this study discussed the effect on the house-buying decisions. After cross-analysis, this study discovered that under different samples, genders, ages, education levels, occupation, marital status, monthly family income will all affect the house-buying decisions; while the result of logistic regression showed that the product attributes of the real estate defect insurance products, including relative advantage, compatibility and acceptance of the insurance premiums, will also affect their decision making.