| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 96 === Research on Behavior Intention of Marketing Ethics for the Salespeople of Investment-Oriented Insurance
Abstract
The study aims to construct a research framework by which to investigate how marketing ethical behavioral intentions affect the actual behavior of salespeople during selling. The main variables are: “the attitude of theory of planned behavior”, “subjective norm”, and “perceived behavioral control.” The impact of “behavioral intention under marketing ethics” is investigated, as well as the impacts of moderating variables upon behavioral intention, including: “acknowledge the difficulty to achieve the quota” and “the penalty effect of failing to achieve the quota.” The research subjects are the Kaohsiung area salespeople of the Shin Kong Life Insurance Company. After the questionnaire survey and answer analysis, the results are as follows:
1. “Attitude” has significant impact on the behavior intention of marketing ethics for the salespeople of investment-oriented insurance.
2. “Subjective norm” has significant impact on the behavior intention of marketing ethics for the salespeople of investment-oriented insurance.
3. “Perceived behavioral control” has significant impact on the behavior intention of marketing ethnic for the salespeople of investment-oriented insurance.
4. “Behavior intention” has significant impact on the actual behavior of marketing ethnic for the salespeople of investment-oriented insurance.
5. “Acknowledge the difficulty to achieve the quota” has significant impact on the behavior intention of marketing ethnic for the salespeople of investment-oriented insurance.
6. “The penalty effect of failing to achieve the quota” did not have significant impact on the behavior intention of marketing ethnic for the salespeople of investment-oriented insurance.
Key words: investment-oriented insurance, marketing ethnics, behavior intention
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