A Study of Insurance Salesperson''s Purchase Intention in Investment Oriented Insurance －An Application on the Theory of Planned Behavior and Anchoring Effect

• Main Authors: Hsin-Yen Wu, 吳歆彥
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/792y25

碩士 === 國立高雄第一科技大學 === 金融營運所 === 96 === Besides applying “Insurance” to provide essential existence armor, contemporaries anticipate that they possess more opportunities of capital appreciation to resist inflation effectively. Furthermore, consumers seek to identify actually themselves with whole process, obtain diverse ways of investment, and incur the influence by anchor expectations of high return on investment. The traditional insurance goods just couldn’t satisfy consumers’ demand. However it brings about the appearance of investment oriented insurance。 The consuming groups of investment oriented insurance also include insurance salespersons. Not only concepts of insurance but also understanding about insurance product are both superior to general consumers. We’re so curious to explore the considered factors possessing anything out of the ordinary or not when they purchase investment oriented insurance. For this purpose, my study intends to plumb the relation between purchase intention and behavior. I hope I could find out those considered factors for Insurance Salespersons that effect upon their purchase intention, especially the differences of dissimilar population characters. At last, I implement one formal questionnaire survey with consumer purchase intention and behavior according 225 effective inquiring to insurance salespersons of the life insurance companies in central and southern Taiwan. The results of study are as follows. 1. According to the difference of gender, age, level of education, department of graduation, seniority, household income, investment experience, purchase experience, and level of anchoring effect, those to be inquired have differences in twenty-five weighted factors of attitude, subjective norms ,and perceived behavioral control significantly. 2. Attitude and perceived behavioral control are significantly related in the regression of purchase intention among those four factors. 3. Perceived behavioral control and purchase behavior to be not remarkable are related. 4. Purchase intention and purchase behavior are significantly positive related. Then we categorize the consumers that may purchase or not. Finally, we can employ the function to allocate those who may purchase, and reinforce effective sales to them.