The Research of Sales Representative’s Intention to Sale Investment-oriented Products – An example of the Insurance Broker in Yunlin, Chiayi, and Tainan area

• Main Authors: Ching-Sung Tsai, 蔡青松
• Other Authors: Yung-Ming Shiu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/84367379437393356006

碩士 === 國立成功大學 === 企業管理學系專班 === 96 === 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.