Research on Behavior Intention of Marketing Ethics for the Salespeople of the Life Insurance Industry in Kaohsiung City and Kaohsiung County --An Application on Theory of Planned Behavior（TPB）

• Main Authors: Wei-Hua Wang, 王緯華
• Other Authors: Gow-Liang huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/23674718810124715777

碩士 === 國立高雄第一科技大學 === 金融營運所 === 95 === 　　In the marketing process of life insurance, salespeople often play an important role in the relationship between their companies and clients. In this industry, clients trust the life insurance company and its products mostly because they trust its salespeople. Under such circumstances, the research on behavior intention of marketing ethics for the salespeople of the life insurance industry has become a great issue. 　　As the importance of marketing ethics, this study concluded with twenty-six reference factors in ethical decision-making. Extensive bibliography, investigation and interviews with professionals were adopted to achieve the above conclusion. Meanwhile, the theory of planned behavior was applied to frame the structure of this study as well. With 293 valid questionnaires analyzed by the spss 10.0 statistic software, the findings of this study are as follows: 1.The attitude of the salespeople and his ethical behavior intention have significantinfluences on statistics. 2.The subjective norm of the salespeople and his ethical behavior intention have significant influences on statistics. 3.The perceive behavior control of the salespeople and his ethical behavior intention have no significant influences on statistics. 4.The job pressure of the salespeople and his ethical behavior intention have no significant influences on statistics. 5.The difficulty in sales quota completion rate of the salespeople and his ethical behavior intention have no significant influences on statistics. 6.The unethical risk control of the salespeople and his ethical behavior intention have no significant influences on statistics. 7.The ethical behavior intention and practical ethical behavior have significant relations. 8.With twenty-six reference factors in ethical decision-making taken into consideration, salespeople with more cognitive difficulty in sales quota completion rate have significant higher scores in the importance of decision-making than those with less cognitive difficulty in sales quota completion rate. 9.With twenty-six reference factors in ethical decision-making taken into consideration, salespeople with better evaluation performance in recent years have significant higher scores in the importance of decision-making than those with worse evaluation performance. 10.With twenty-six reference factors in ethical decision-making taken into consideration, salespeople with lower educational level have significant higher scores in the importance of decision-making than those with higher educational level.