隨著全球金融科技蓬勃發展,銀行業也發展出行動投保服務,其所銷售之保險商品是藉由理財專員推廣策略,顯示銀行理財專員所扮演的角色確實功不可沒。 銀行保險行動投保業務自推出後,其銷售績效之成長幅度顯著,有鑑於此,本研究依據研究背景與動機,提出四點研究目的:(一)分析理財專員背景變項,對「行動投保商品銷售與運用」接受度之影響。(二)分析理財專員於「激勵制度」,對「行動投保商品銷售與運用」之影響。(三)分析理財專員於「教育訓練」,對「行動投保商品銷售與運用」之影響。(四)分析理財專員於「行動投保商品銷售與運用」,對「銷售績效」之影響。
With the rapid development of global financial technology, the banking industry has also developed mobile insurance services. The insurance products it sells are promoted by wealth management specialists, which shows that the role of bank wealth management specialists is indeed indispensable. Since the bancassurance mobile insurance business was launched, its sales performance has grown significantly. In view of this, this study proposes four research objectives based on the research background and motivation: (1) Analyze the background variables of wealth management specialists, and analyze the "mobile insurance products". The impact of "sales and use" acceptance. (2) Analyze the influence of the “incentive system” of the wealth management specialist on the “sales and application of mobile insurance products”. (3) To analyze the impact of the "education and training" of the wealth management specialist on the "sales and application of mobile insurance products". (4) Analyze the impact of the financial management specialist's "sales and application of mobile insurance products" on "sales performance".