- 學位論文
影響銷售人員倫理行為前因及後果之研究-以保險業為例
The Antecedents and Consequences of Salespeople Ethics Behavior - A Study of life Insurance
摘要
近年來，隨著保險業市場競爭激烈，銷售人員在銷售保險商品時，出現有欺騙、誤導、誇大不實或偽造文書等不倫理行為，例如藝人董至成的保險銷售人員偽造文書，將保單由3張變成14張保單，甚至還利用保單及偽造簽名申請保險借貸。而在加上保險業是以利用大量銷售人員的方式在市場上競爭，使得保險銷售人員過度專注於以追求利潤為目的，造成不倫理的情況日益嚴重。 本研究探討影響銷售人員倫理行為前因及後果，前因變項包含組織因素（威權領導、德行領導、組織競爭心理氣氛、行為控制、倫理訓練）與個人因素（好勝心、金錢倫理觀），後果變項包括工作績效、工作滿意度。針對保險業銷售人員進行問卷調查，共309份。路徑分析結果顯示，(1) 威權領導顯著負向影響倫理行為、德行領導顯著正向影響倫理行為 (2) 組織競爭心理氣氛顯著負向影響倫理行為、倫理訓練顯著正向影響倫理行為 (3) 倫理行為顯著正向影響工作績效與工作滿意度，最後，研究者依據實證研究結果提出建議，以供保險業參考，並提出後續之研究建議。
並列摘要
In recent years, with the highly competitive insurance market, when sales staff to sell insurance products, there are deceptive, misleading, exaggerated false or forged documents, which are not ethical behavior, such as artist Zhi-chieng Dong’s insurance sales forgery, the policy by the 3 into 14 insurance policy, even use of policy and forged signatures to apply for the insurance policy loans. And insurance industry with the way of a large number of sales to competition in the market, lead to sales over to focus on the pursuit of profit, causing the unethics of situation is day by day serious. In this study, we explored the Antecedents and Consequences of salespeople ethical behavior. The antecedents included organizational factors (authoritarianism leadership, moral leadership, competitive psychological climate, behavior control, ethics training) and individual factor (trait competitiveness, money ethics). The consequences variables included job performance and job satisfaction. The survey data were collected from 309 salespeople from insurance. The path analysis results showed that (1) authoritarianism leadership has negative effect on ethical behavior, moral leadership has positive effect on ethical behavior; (2) competitive psychological climate has negative effect on ethical behavior, ethics training has positive effect on ethical behavior; (3) ethical behavior has positive effect on job performance and job satisfaction. Finally, recommendations for Insurance and suggestions for future research are offered.