理財專員銷售保險商品動機之研究

A Study on Financial Advisors’ Motives to Sell Insurance Products

謝大忠(Ta-Chung Hsieh)

指導教授 ： 賴本隊

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

台灣壽險業行銷通路的發展歷程，可說是隨著經濟發展與社會型態的轉變而發展出多元行銷通路，由初期保險公司之直營業務部隊及一般保經代通路為主，隨著知識水平的提昇，消費者對保險商品接受度越來越高，促使其他行銷通路紛紛掘起，當中又以銀行保險通路發展最為快速。在去年度新契約保費收入中，銀行通路占比首度超過50%達到63.15%，創下銀行通路新契約保費收入新高，顯示銀行通路對壽險業未來將扮演舉足輕重角色。
本研究以國內非屬獨賣一家保險公司商品之銀行理財專員為研究對象，採用問卷調查的方式探討理財專員銷售保險商品動機之研究。本研究共發出400份問卷，回收303份有效問卷，有效回收率為75.75%，並將問卷回收資料以統計軟體SPSS18.0版本進行敘述統計與實證分析。
研究結果顯示:
一、環境因素對個人銷售保險商品之意願會因「通路面-制度與商品」、「保險公司之服務」、「獎勵措施」及「保險公司之財務」而有顯著差異。
二、不同的人口統計變數與個人銷售保險商品之意願會因「性別」、「每月平均所得」、「職位」及「服務年資」而有顯著差異。
三、個人銷售保險商品意願與銷售件數高低具有顯著之正相關。

關鍵字

銀行保險 ； 理財專員 ； 環境因素

並列摘要

Marketing channels of insurance industry in Taiwan have developed toward diversity along with economic development and social transitions. In the early years, the main marketing channels were direct sales teams of the insurance companies and general insurance agencies. As the public’s educational levels increase, consumers’ acceptance toward insurance products becomes wider, thus giving rise to other marketing channels, among which the insurance marketing channels in banks have the fastest development. For the premium income from new insurance policies in the last year, the income from bank channels has reached 63.15% in all channels, exceeding the percentage of 50% for the first time, which has largely surpassed that of insurance agents. The new record also indicates that bank channels will play a major role in the insurance industry.
Research subjects of this study were bank financial advisors that sell insurance products for several insurance companies in Taiwan. Questionnaire survey was conducted to investigate the motives of financial advisors regarding the sale of insurance products. In total, this study distributed 400 surveys and obtained 303 valid samples; the valid return rate was 75.75%. Data were analyzed with SPSS 18.0 for descriptive statistics and empirical analysis.
The research findings suggest that:
1. Environmental factors, such as “channels: systems and products,” “service of insurance company,” “incentives measures,” and “fiscal conditions of insurance companies,” have significant effects on financial advisors’ motives to sell insurance products.

2. Different personal variables, such as gender, monthly salary, and employment history have significant effects on the motives of financial advisors to insurance products.
3. There is a positive correlation between financial advisors’ motives and sales performance.

並列關鍵字

bank insurance ； environmental factor ； financial advisors

參考文獻

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