影響壽險業務人員創業機會辨識相關因素之研究－壽險公司及保險經紀人公司之比較分析

The Effect of Related Factors on Entrepreneurial Opportunity Recognition of Life Insurance Salesmen - Comparative Analysis of Insurance Companies and Insurance Brokers

劉怡君(Yi-Jun Liou)

指導教授 ： 田靜婷

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

本研究基於比較分析保險公司及保險經紀人公司之業務員對創業之想法，探討業務員之社會網絡對創業動機的影響是否會增加創業機會辨識，並加入職業生涯高原作為干擾效果，另以先驗知識作為創業動機與創業機會辨識之中介效果，過去研究文獻皆從已創業者的角度來探討其創業的動機及想法，而本研究採用以往不同的角度作探討，係以未創業及想創業的角度來討論業務員的社會網絡與創業動機對創業機會辨識的影響效果，另以職業生涯高原探討對社會網絡與創業動機之干擾影響，及業務員之創業動機是否會透過本身擁有的知識及專業技能來發現或增加其辨識創業機會。
本研究採用問卷調查法，研究對象以保險經紀人公司及人壽保險公司之專職業務員作為比較分析，本研究將問卷分為社會網絡、創業動機、創業機會辨識、先驗知識、職業生涯高原及人口統計變項等六部份，由業務員依個人實際狀況填寫。本研究發放對象分為保險公司及保險經紀人公司之業務員，保險公司發放326份問卷，問卷回收數270份，問卷回收率為82.82%，刪除未填答完整之無效問卷，有效問卷數為248份，有效問卷回收率為76.07%；保險公司經紀人公司發放240份問卷，問卷回收數170份，問卷回收率為70.83%，刪除未填答完整之無效問卷，有效問卷數為146份，有效問卷回收率為60.83%；共發放566份問卷，問卷回收數440份，問卷回收率為77.74%；有效問卷數為394份，有效問卷回收率為69.61%。
回收之有效問卷，利用敘述統計分析，藉以瞭解業務員個人背景屬性上的分佈情況；以皮爾森相關分析檢定社會網絡、創業動機、創業機會辨識、職業生涯高原與先驗知識各構面之間的相關性；以迴歸分析檢定社會網絡對創業動機之影響；並以階層迴歸分析檢定職業生涯高原對社會網絡與創業動機之干擾效果；另以區段迴歸分析檢定先驗知識對創業動機與創業機會辨識之中介效果。

本研究根據資料分析結果，提出下列結論：
一、保險公司及保險經紀人公司之業務員社會網絡均會增加其創業動機
二、保險公司之職業生涯高原的之調節效果會削弱或增強網絡範疇與連結強度對拉力動機的影響；保險經紀人公司之職業生涯高原之調節效果，會使增強或削弱網絡傾向、網絡範疇及連結強度對拉力動機的影響
三、保險公司之職業生涯高原之調節效果會增強或削弱網絡傾向、連結強度與網絡聲望對推力動機的影響；保險經紀人公司之職業生涯高原之調節效果會增加或削弱網絡傾向、網絡範疇及連結強度對推力動機的影響
四、保險公司之拉力動機會透過服務市場知識及顧客問題知識去影響創業機會辨識之M1(機會尋找型)；保險經紀人公司之拉力動機會透過服務市場知識去影響創業機會辨識之M1(機會尋找型)
五、保險公司及保險經紀人公司之拉力動機會透過市場知識、服務市場知識及顧客問題知識去影響創業機會辨識之M2(機會評估型)
六、保險經紀人公司之拉力動機會透過服務市場知識去影響創業機會辨識之M3(機會確立型)
本研究根據上述的研究結果提出下列建議：
一、不論是保險公司及保險經紀人公司應重視業務員對社交的情況
二、保險公司應加強業務員之服務市場知識及顧客問題知識；保險經紀人公司應加強業務員之服務市場知識
三、無論保險公司及保險經紀人公司應注意業務員的生涯高原，以掌握業務員的生涯發展，鼓勵業務員學習多元知識，以期業務員在工作上有良好的表現

關鍵字

社會網絡 ； 創業動機 ； 創業機會辨識 ； 職業生涯高原 ； 先驗知識

並列摘要

The study was based on the salesmen comparative analysis between insurance companies and insurance brokers’, it would understand the relationships among the social network, entrepreneurial motivation, and entrepreneurial opportunity recognition, and the career plateau as moderator between social network and entrepreneurial motivation. The mediated of prior knowledge would influenced entrepreneurial motivation and entrepreneurial opportunity recognition. The discussion in the past literatures, were all talk about the entrepreneurial motivation and opinion, so we used different way to talk about it.
In this study, the researcher will adopt to test the quality of questionnaire with reliability and validity for comparative analysis. Full-time salespersons from life insurance companies and insurance brokers were invited to participate in the survey. The questionnaire of this research would be separated six parts, including social network, entrepreneurial motivation, entrepreneurial opportunity recognition, prior knowledge, career plateau and variable of population statistics that the salesmen wrote. In order to comparative analysis with insurance companies and insurance brokers, so the questionnaire would be separated two kind of companies. For Insurance company is 326 questionnaires, and a total of 270 questionnaires were returned, a return rate of 82.82%. After discarding invalid questionnaires, totalizing 248 questionnaires were valid, a return rate of 76.07%. For Insurance brokers is 240 questionnaires, and a total of 170 questionnaires were returned, a return rate of 70.83%. After discarding invalid questionnaires, totalizing 146 questionnaires were valid, a return rate of 60.83%. In this study, the total of questionnaire of 566, and a total of 440 questionnaires were returned, a return rate of 77.74%. 394 questionnaires were valid, a return rate of 69.61%.
With the valid returned questionnaires, descriptive statistic analysis was conducted for understanding the distribution of the individual background attribute of the sample data; Pearson correlation was conducted for testing the relationship between the dimensions of social network, entrepreneurial motivation, entrepreneurial opportunity recognition, career plateau and prior knowledge; regression analysis was conducted for testing the relationship between the dimensions of social network and entrepreneurial motivation; hierarchical regression analysis was conducted for testing the moderated effect of the career plateau on the relationship of social network and entrepreneurial motivation; and finally, block regression analysis was conducted for testing the mediating effect of the prior knowledge on the relationship of entrepreneurial motivation and entrepreneurial opportunity recognition.
According to data analysis, the following findings are concluded in this study:
1. The salesmen’s social relation of insurance campanies and insurance brokers would be raised the entrepreneurial motivation.
2. In insurance campanies, career plateau would be interfered with the relationship of scope of networking activity, strength of ties and pull motivation. In surance brokers, career plateau would interferd with the relationship of propensity to network, scope of networking activity, strength of ties and pull motivation.
3. In insurance campanies, career plateau would be interfered with the relationship of propensity to network, strength of ties, Network prestige and push motivation. In insurance brokers, career plateau would interfered with the relationship of propensity to network, scope of networking activity, strength of ties and push motivation.
4. Through the mediation effects of Knowledge of Serve Market and Knowledge of Customer Problem the Pull Motivation would dffected in entrepreneurial opportunity recognition of M1.
5. Through the mediation effects of Knowledge of Market, Knowledge of Serve Market and Knowledge of Customer Problem, the Pull Motivation would dffected in entrepreneurial opportunity recognition of M2.
6. Through the mediation effects of Knowledge of Customer Problem, the Pull Motivation would dffected in entrepreneurial opportunity recognition of M3.
The Following suggestions were proposed in accordance with the foregoing findings:
1. Not only insurance companies but also insurance brokers should grasped the salesmen of social situation.
2. The Insurance companies of salesmen would pointed at knowledge of serve market and knowledge of customer problem; the Insurance brokers of salesmen would pointed at knowledge of serve market.
3. In order to grasp the career development of salesmen, Insurance companies and Insurance brokers would encourage the salesmen to learn diverse knowledge for the job with good performance.

並列關鍵字

entrepreneurial motivation ； social network ； entrepreneurial opportunity recognition ； prior knowledge ； career plateau

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