銀行保險通路銷售保險商品意願影響因素之探究-以T保險公司為例

近年來，銀行保險成為消費者購買保險的主要管道。本研究藉由問卷調查檢視影響財富管理人員銷售T保險公司商品意願之可能因素，並以T保險公司實際案例，檢視短期新聞事件、額外成交禮獎勵，及停售或降佣對財富管理人員銷售T保險公司商品意願之可能影響。實證結果顯示，所屬公司政策、保險公司形象、客戶保險需求及客戶風險承受度顯著地影響銀行保險通路財富管理人員銷售T保險公司保險商品之意願。此外，實證結果顯示，短期新聞事件在短期間會影響財富管理人員銷售T保險公司商品之意願，其中，證券公司受到影響程度高於民營銀行及公股行庫。本研究分析亦發現，財富管理人員會因額外成交禮獎勵而增加銷售T保險公司商品意願。在停售部分，財富管理人員會因保險商品停售而影響銷售T保險公司商品意願。

關鍵字

銀行保險；財富管理人員；銷售意願

並列摘要

In recent years, bancassurance has become the major channel for consumers to purchase insurances. The objective of this paper is to investigate the factors which affect the incentives of persons who conduct wealth management business to sell the insurances of the T Insurance Company through questionnaires. Moreover, this study examines the impacts of bad news of the T Insurance Company, the extra bonus for persons conducting wealth management business, and the policy to stop selling a specific product on the incentives of wealth management persons to sell insurances of the case company. The empirical results indicate that the policy of firms which wealth management persons work for, the reputation of the insurance company, the insurance demand of customers, and the risk tolerance of customers affect the incentives of wealth management persons to sell insurances of the case company. This study also finds that when the media reports bad news of the case company, the incentives of persons in securities companies to sell insurances of the case company declines more than those of persons who work in state-owned banks and private banks. This study also finds that extra bonus plan can motivate persons who conduct wealth management business to sell more insurances of the case company. Furthermore, the policy to stop selling a specific product encourages wealth management persons to sell more insurances of the case company.