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系統識別號 U0026-0812200915063209
論文名稱(中文) 保險經紀人公司與壽險公司合作意願因素之探討—以信任與通路衝突為干擾變數
論文名稱(英文) Discussing the Cooperative Will Factors between Insurance Broker's Company and Life Insurance Company-Trust and Channel Conflict as the Moderating Variables
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 97
學期 1
出版年 98
研究生(中文) 楊雯麗
研究生(英文) Wen-Li Yang
學號 r4795126
學位類別 碩士
語文別 中文
論文頁數 104頁
口試委員 指導教授-許永明
口試委員-劉宗其
口試委員-蘇文斌
口試委員-蔡東峻
口試委員-賴麗華
中文關鍵字 信任  複迴歸分析  通路衝突  合作意願  獎酬制度  保險經紀人  組織特質 
英文關鍵字 Multiple Regression Analysis  Channel Conflict  Trust  Reward System  Insurance Broker  Organization Quality  Cooperative Will 
學科別分類
中文摘要 在現今社會中,組織間發展合作關係,是因為進一步的良性互動,可以創造更大的價值利益。企業組織為了實現其創造最大價值的目標,必須尋求與其他組織的接觸;當其選擇了另一個合作的組織,雙方就會對彼此的角色、權利及義務有了共識,進一步的交易行為就會展開。這種努力結果通常會發展成合作關係,而合作關係必須要能持續,因為長期的合夥關係,才可為雙方創造持續的競爭優勢,獲取最大利益,達到雙贏。
本研究是在探討保險經紀人公司與壽險公司合作意願之因素,是以保險經紀人公司的立場觀察壽險公司的組織特質與獎酬制度,作為其未來合作意願的考量;另外,以信任與通路衝突為其干擾變數,瞭解其對合作意願之影響;由於信任與通路衝突會因認知上的不同而不同,並無絕對的優劣性,所以引發本研究以干擾變數來研究;同時以SPSS12.0統計軟體中複迴歸分析來驗證整體模式中各項假設。
本研究母體範圍為臺灣本島內有登記之保險經紀人公司的同仁,共發出600份問卷,回收532份,回收率88.7%;有效樣本數431份,有效率81.0%。結果發現:1. 組織特質對合作意願會有顯著正向影響;2. 獎酬制度對合作意願會有顯著正向影響;3. 信任會加強組織特質和獎酬制度與合作意願的關係;4. 通路衝突對於組織特質和獎酬制度與合作意願沒有關係。
本研究根據研究結果提出的建議是:壽險公司應加強其組織特質與提供更優惠的獎酬制度以吸引保險經紀人公司,達到雙方獲利的目的;保險經紀人公司則應慎選壽險公司與多以客戶權利為主,以經營其保險事業與為客戶守護權益,真正做到保險經紀人的任務。
英文摘要 Nowadays, developing the cooperative relationship between the organizations is to make a further better interaction that can create greater value benefits. Enterprise must sing the contract with other organizations in order to accomplish the goal that can create the huge values. As it has chosen another cooperative organization, both will recognize each other’s role & right & duty and thus will develop the various trading activities. The result of this effort will be developed into cooperative relationship and will go on sustaining the long-term partners’ relationship that can create lasting competitive advantages for both sides and can obtain the greatest benefits to reach win-win.
The purposes of this research are to survey the effect of cooperative will on insurance broker's company and life insurance company. The organization quality and reward system is to observe the life insurance company of position of insurance broker's company. Besides, it is to understand the influence on the cooperative will of trust and channel conflict as the variable effects. For the reason it will be different in trust and channel conflict, there is no absolute quality, so cause this research to study by Moderating variables. The Multiple Regression Analysis is used to test the hypotheses in this study.
The population of this research consists of registered insurance brokers company that in Taiwan, sending out 600 questionnaires altogether,532 responses were received, effective sample were 431.
The results of study were as follows:
1. Organization quality has significant and positive effects on cooperative will
2. Award reward system has significant and positive effects on cooperative will
3. Trust will strengthen the relationship between organization quality, reward system and cooperative will
4. The channel conflict has nothing to do with cooperative will in organization
quality and award reward system.
The results of this research are as follows: Life insurance company should strengthen their organization quality and offer favorable reward system in order to attract the insurance broker company and acquire benefits for both sides. Insurance broker's company should select the life insurance company carefully and his core mission is to take customer's right to carry off good insurance contract and defend the rights plus benefits for the customer; what is more, it can really fulfill the insurance broker's task.
論文目次 中文摘要………………………………………………………………………I.
英文摘要…………………………………………………………………………………II.
誌謝……………………………………………………………………………………….IV.
目錄………………………………………………………………………………………..V.
表目錄…………………………………………………………………………………...VII.
圖目錄…………………………………………………………………………………….IX.
第一章 緒論
第一節 研究背景………………………………………………………………….1.
第二節 研究動機………………………………………………………………….2.
第三節 研究目的………………………………………………………………….3.
第四節 研究對象與範圍………………………………………………………….4.
第五節 研究流程………………………………………………………………….5.
第二章 文獻探討
第一節 保險產業概況………………………………………………………….…6.
第二節 保險經紀人………………………………………………………………11.
第三節 組織特質…………………………………………………………………20.
第四節 獎酬制度…………………………………………………………………31.
第五節 信任………………………………………………………………………36.
第六節 通路衝突…………………………………………………………………40.
第七節 合作意願…………………………………………………………………45.
第八節 研究假設彙整……………………………………………………………49.
第三章 研究方法
第一節 研究架構…………………………………………………………………50.
第二節 研究變數與操作性定義…………………………………………………51.
第三節 問卷設計…………………………………………………………………54.
第四節 資料蒐集方法……………………………………………………………56.
第五節 資料分析方法……………………………………………………………58.
第四章 資料分析
第一節 樣本結構分析……………………………………………………………64.
第二節 敘述性統計量分析………………………………………………………67.
第三節 信度分析…………………………………………………………………71.
第四節 因素分析…………………………………………………………………74.
第五節 複迴歸分析………………………………………………………………78.
第五章 結論與建議
第一節 結論………………………………………………………………………85.
第二節 管理意涵…………………………………………………………………90.
第三節 研究限制與後續研究建議………………………………………………93.
參考文獻…………………………………………………………………………………94.
附錄:問卷……………………………………………………………………………..101.










表目錄

表 2-1 全球總保費市占率與產壽險業務保費收入比重………………………..……6.
表 2-2 臺灣區人壽保險公司經營經代通路狀況表…………………………….…….9.
表 2-3 壽險業資產總額與保費收入狀況表……………………………………..……9.
表 2-4 保險經紀人得提供相關服務之範圍表………………………………………12.
表 2-5 壽險代理人、經紀人保費收入市占率與業務員人數占率…………………16.
表 2-6 中小企業的認定標準…………………………………………………………20.
表 2-7 基本的財務報表種類…………………………………………………………24.
表 2-8 保險公司財務實力評等定義…………………………………………………26.
表 2-9 薪酬制度的分類………………………………………………………………34
表 3-1 組織特質之操作性定義與衡量題項…………………………………………51.
表 3-2 獎酬制度之操作性定義與衡量題項…………………………………………52.
表 3-3 信任之操作性定義與衡量題項………………………………………………53.
表 3-4 通路衝突之操作性定義與衡量題項…………………………………………54.
表 3-5 合作意願之操作性定義與衡量題項…………………………………………54.
表 3-6 問卷內容………………………………………………………………………56.
表 3-7 各地區人口抽樣比例與問卷分配數…………………………………………57.
表 3-8 問卷回收情形…………………………………………………………………57.
表 3-9 Cronbach’s α係數的論點…………………………………………….......……59.
表 3-10 KMO值之參考標準………………………………………………………….60.
表 4-1 樣本結構分析…………………………………………………………………65.
表 4-2 受訪者目前主要銷售的壽險公司前三名……………………………………66.
表 4-3 未來最想要繼續合作與新合作的壽險公司前三名…………………………66.
表 4-4 組織特質之敘述性統計量分析………………………………………………67.
表 4-5 獎酬制度之敘述性統計量分析…………………………………………..…..69.
表 4-6 信任之敘述性統計量分析……………………………………………………69.
表 4-7 通路衝突之敘述性統計量分析………………………………………………70.
表 4-8 合作意願之敘述性統計量分析………………………………………………71.
表 4-9 本研究變項信度係數…………………………………………………….…...72.
表 4-10 KMO值與Bartlett 球面檢定表…………………………………….........…..74.
表 4-11 組織特質之因素分析表……………………………………………………..75.
表 4-12 獎酬制度之因素分析表……………………………………………………. 76.
表 4-13 信任之因素分析表…………………………………………………………..76.
表 4-14 通路衝突之因素分析表……………………………………………………..77.
表 4-15 合作意願之因素分析表……………………………………………………..77.
表 4-16 組織特質對合作意願之迴歸分析…………………………………………..79.
表 4-17 獎酬制度對合作意願之迴歸分析…………………………………………..80.
表 4-18 信任與組織特質、獎酬制度之迴歸分析…………………………………..81.
表 4-19 通路衝突與組織特質、獎酬制度之迴歸分析……………………………..83.
表 4-20 假說驗證結果…. ……………………………………………………………84.









圖目錄

圖一:研究流程圖………………………………………………………………………..5.
圖二:保險總保費收入與保費收入成長率圖…………………………………………..7.
圖三:保險保險密度與保險滲透度圖…………………………………………………..7.
圖四:行銷通路系統……………………………………………………………………11.
圖五:研究假設圖……………………………………………………………………....49.
圖六:研究架構圖……………………………………………………………………....50.
圖七:問卷研擬過程圖…………………………………………………………………55.
圖八:信度效度與其他相關因素的關係………………………………………………60.
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