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系統識別號 U0026-0812200914333457
論文名稱(中文) 保險經紀公司業務員對投資型保險商品銷售意願之探討--以雲嘉南地區為例
論文名稱(英文) The Research of Sales Representative’s Intention to Sale Investment-oriented Products – An example of the Insurance Broker in Yunlin, Chiayi, and Tainan area
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 蔡青松
研究生(英文) Ching-Sung Tsai
電子信箱 r4794107@mail.ncku.edu.tw
學號 r4794107
學位類別 碩士
語文別 中文
論文頁數 130頁
口試委員 指導教授-許永明
口試委員-劉宗其
口試委員-黃吉村
口試委員-黃鴻禧
中文關鍵字 投資型保險商品  涉入  保險經紀人  銷售意願 
英文關鍵字 The insurance broker  The investment-oriented insurance products  Selling intention  Involvement 
學科別分類
中文摘要 壽險公司透過保險經紀人通路銷售保險商品,是保險業為顧客提供服務的新趨勢,因此,保險經紀人公司之業務人員對於壽險公司而言,顯然是非常重要的,所以壽險公司為了在經紀代理人通路推展投資型保險商品,必須了解保險經紀人公司業務人員的銷售行為和決策模式,同時進一步去探討會影響業務人員銷售意願的變數及這些變數的影響方式。
本研究以雲林、嘉義、台南縣市具代表性的八家保險經紀人公司為研究對象,主要研究目的在探討保險經紀人公司業務人員對於投資型保險商品的涉入、產品屬性評估、行政服務品質與銷售意願之間的關聯性,並運用T檢定及線性迴歸模型來驗證本研究之架構,而且比較高低涉入業務人員兩者之間的差異性,其研究結果如下:
1.高低涉入程度的業務人員對於「年齡」、「工作年資」、「職銜」、「有無購買投資型保險商品」和「有無考取投資型保險商品合格證照」有顯著的差異
2.在影響涉入因素構面的「個人因素」、產品屬性構面的「功能性、專業性」、行政服務品質及銷售意願整體構面,對於高低涉入程度的業務人員,亦都有明顯的差異存在
3.涉入程度構面中的價值性因素對於投資型保險商品的銷售意願有正向顯著的影響
4.產品屬性構面中的功能性因素對於投資型保險商品的銷售意願有正向顯著的效果
5.行政服務品質構面中的關懷性因素對於投資型保險商品的銷售意 願有正向顯著的影響
英文摘要 The new trend in life insurance industry is for life insurance companies to sell products to customers through the insurance broker channel. So the insurance salesmen working for the insurance broker companies have been inevitably important for the life insurance industry. Thus, in order to promote the investment-oriented insurance products in the insurance broker channel, the life insurance companies must understand the behavior and decision making of the insurance salesmen working for the insurance broker companies. At the same time the insurance companies should find out which variables influence intention of the insurance salesmen and how these variables influence.
The research in based on the insurance salesmen of the 8 insurance broker companies, which is the most representative of the sales performance in Yunlin, Chiayi and Tainan area. The purpose of this study is to discuss the relationship among involvement, product attribute, service quality, and selling intention. Using t- test and the liner regression model verifies the structure of this research and compare the difference between the insurance salesmen of high and low involvement. The conclusions are as follows:
1.There are significant differences in their age, working history, position, whether to have the investment-oriented insurance products and whether to get the investment-oriented insurance products selling license between the insurance salesmen of high and low involvement.
2.Under the influence of their level of involvement, there are significant differences in personal factor, product functional factor, product professional factor, administrative service quality and selling intention.
3.The value factor of the degree of involvement has direct impact toward the selling intention of the investment-oriented insurance products from the insurance salesmen.
4.The functional factor of product attribute has direct impact toward the selling intention of the investment-oriented insurance products from the insurance salesmen.
5.The attentive factor of administrative service quality has direct impact toward the selling intention of the investment-oriented insurance products from the insurance salesmen.
論文目次 目錄 -------------------------------------------------iv
表目錄------------------------------------------------vi
圖目錄------------------------------------------------ix
第一章 緒論----------------------------------------- 1
第一節 研究背景及動機 ------------------------------ 1
第二節 研究範圍與對象 ------------------------------ 5
第三節 研究目的 ------------------------------------ 6
第四節 研究流程 ------------------------------------ 7
第二章 文獻探討 ------------------------------------ 9
第一節 投資型保險 ---------------------------------- 9
第二節 保險經紀人 ----------------------------------21
第三節 涉入 ----------------------------------------26
第四節 產品屬性評估 --------------------------------41
第五節 行政服務品質 --------------------------------47
第六節 銷售意願 ------------------------------------56
第三章 研究方法 ------------------------------------63
第一節 研究架構 ------------------------------------63
第二節 變數之操作型定義及衡量 ----------------------64
第三節 問卷設計 ------------------------------------70
第四節 抽樣設計 ------------------------------------72
第五節 資料分析方法 --------------------------------74
第四章 資料分析 ------------------------------------80
第一節 整體基本敘述統計量 --------------------------80
第二節 敘述統計量分析 ------------------------------82
第三節 因素分析 ------------------------------------89
第四節 高低涉入程度業務人員之關係研究 --------------96
第五節 信度分析 ------------------------------------99
第六節 多元迴歸分析 -------------------------------100
第五章 結論與建議 ---------------------------------110
第一節 研究結論----------------------------------110
第二節 建議 -------------------------------------113
第三節 研究限制----------------------------------115
參考文獻 --------------------------------------------116
問卷-------------------------------------------------124
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