新冠疫情對保險業之影響-來自保險從業人員的實證分析

受到新冠疫情的影響，保險從業人員開始嘗試須以線上服務的方式來接觸顧客，對顧客認知的購買意願及為顧客規劃保險的傳統行銷模式將隨之改變。本研究探討在新冠疫情下，業務員個人特徵、數位化行銷模式及保險公司應變能力對商品主軸的影響。根據因素分析結果，本研究將商品主軸區分為認知顧客購買意願及規劃意願兩個研究構面，並將保險公司應變能力區分為教育訓練及行政協助兩個研究構面。研究結果顯示，職級較高者有較低的認知顧客購買意願及為顧客規劃保險的意願，然而從年齡因素來考量，此原因可能是職級較高者推測其年齡較大，在疫情期間外出活動減少，以致其認知顧客購買意願及規劃意願較低所致。另一方面，數位化行銷模式雖然對認知顧客購買意願無顯著影響力，卻明顯有助於業務員的規劃意願。同時，保險公司面對疫情的應變能力，若能提升教育訓練或行政協助，皆可有效提高業務員認知顧客的購買意願及為顧客規劃保險的意願。整體來說，在疫情影響下，對於數位化行銷模式較不熟悉的年長者，保險公司若能發展出適合其自身的教育訓練及提供行政上的協助，將能有效提升業務員銷售保險商品的成效。

關鍵字

數位化行銷模式；認知顧客購買意願；規劃意願；教育訓練；行政協助

並列摘要

Insurance practitioners began to try to reach customers through online services at impact in the new crown epidemic (COVID-19) period. The purchase intention of customer perception and the traditional marketing model of planning insurance for customers were changed accordingly in this study. The influence of salesperson's personal characteristics, digital marketing model and insurance company's resilience were impact by Commodity spindles in the COVID-19 period. The main axis of commodities was divided into cognitive customer purchase intention and planning intention in this study. Distinguish insurance company resilience ability into educational training and administrative assistance in the COVID-19 period. The results indicated, those with higher rank have the willingness to recognize customers' purchase intention and plan insurance for customers in this study. Those with higher ranks presumed to older were decreased outing activities, resulting in a lower perception of customers’ willingness to purchase and plan in the COVID-19 period. Additionally, digital marketing model has no significant influence on cognition of customer purchase intention, but significantly contributes to the planning willingness of the salesman. Insurance companies improved educational training or administrative assistance were effectively improve the salesperson's willingness to recognize customers' purchase intention and plan insurance for customers in the COVID-19 period. Overall, companies develop education training and provide administrative assistance were effectively enhance salesman sales of insurance products seniors unfamiliar with digital marketing models for insurance in this study.