Sales Health Insurance Behavior Research by Salesperson in Property Insurance Company

• Main Authors: Yeh-Hsiang-Chi, 葉湘琦
• Other Authors: Yi-Chun Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/07973581865429471698

碩士 === 樹德科技大學 === 金融保險研究所 === 95 === Health insurance embraces the dual natures of personal insurance and property insurance. Health insurance in Taiwan was before categorized under the business of life insurance; however, after the legislative assemblies approved of property insurance industry operating health insurance with a term less than one year, another sales channel for the latter has been found and applied. In addition, during the process when a business is propelled, “people” become the key factors to be considered. For this reason, the intentions of the salespersons working at property and casualty insurance companies to sell health insurance are worth a discussion. Applying decomposed theory of planned behavior, this research combines the self-efficacy of planned behavior theory and social cognitive theory to discuss how self-interest, obstacles, important others, external environment, self-efficacy, favorable conditions, past experience and so forth affect the intentions of the salespersons in property and casualty insurance companies to promote health insurance. With questionnaire survey method, this research takes the salespersons from 15 domestic property and casualty insurance companies and 8 foreign property and casualty insurance companies, 23 companies in total, as the sampling frame and acquires 480 valid questionnaires. The results reveal that the sales intentions of the salespersons in property and casualty insurance companies are affected by self-interest, important others, self efficacy as well as past experience. Besides, the past experience of the salespersons and important others also influence their intentions to sell health insurance by the intermediary effect of self-interest and self-efficacy.