Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance
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 s...
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ndltd-TW-096NKIT56670612019-05-15T19:28:29Z http://ndltd.ncl.edu.tw/handle/62zvsj Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance 投資型保險業務員行銷倫理行為意向之研究 Hsin-chu Chen 陳信助 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 none 黃國良 2008 學位論文 ; thesis 121 zh-TW |
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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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none Hsin-chu Chen 陳信助 |
author |
Hsin-chu Chen 陳信助 |
spellingShingle |
Hsin-chu Chen 陳信助 Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance |
author_sort |
Hsin-chu Chen |
title |
Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance |
title_short |
Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance |
title_full |
Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance |
title_fullStr |
Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance |
title_full_unstemmed |
Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance |
title_sort |
research on behavior intention of marketing ethics for the salespeople of the investment-oriented insurance |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/62zvsj |
work_keys_str_mv |
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