自我效能對壽險銷售人員績效之影響－自我調整學習與知識分享之中介效果

Impact of self-efficacy on performance of life insurance salespeople: the mediating effects of self-regulated learning and knowledge sharing

蘇婉慈(Wan-Tzu Su)

指導教授 ： 陳建勝 ； 張婉玲

朝陽科技大學/管理學院/保險金融管理系/碩士(2011年)

摘要

銷售人員(salespeople)是壽險業面對消費大眾的第一線人員，亦是壽險公司創造營收的主要來源，如何提升銷售人員的績效，一直是企業界及學術界關注的焦點。近年來隨著保險市場的轉變與商品種類的增加，考驗著壽險銷售人員能否在多元變化的市場以及環境下，調整自身的學習能力以吸收新知技能，同時藉由同仁間的知識分享行為，進而提高個人銷售績效。因此，本研究以壽險銷售人員的績效為焦點，運用IPO模式，推論、驗證銷售人員的自我效能是否透過自我調整學習與知識分享，進而提高銷售績效。
本研究採用問卷調查法，針對壽險公司中外勤人員占率最高的前8家進行抽樣，共發放800份問卷。調查工具則參考國內外具信效度的量表，再透過二位學術及四位實務專家之意見加以修改，以期符合調查對象之產業及個人特質。經過持續催收後，回收752份問卷，扣除無效問卷後總計573份有效問卷，有效問卷回收率為76%。接著，本研究先以驗證性因素分析，確立量表的整體模式適配度、組成信度以及解釋變異量，再以SPSS 17.0版進行資料的處理、分析，並採用層級迴歸方式驗證本研究所提出之假設模型。
最後，本研究的結果證明壽險銷售人員的自我效能會透過自我調整學習與知識分享進而正向影響銷售人員績效。因此，本研究建議壽險業應召募具自我效能之業務員，並運用適當的管理措施與激勵方式，協助提昇業務員的自我調整學習能力與知識分享行為，以促使銷售行為的靈活運用，進而增進業務員個人與組織的保險銷售量。

關鍵字

銷售人員績效 ； 自我效能 ； 自我調整學習 ； 知識分享

並列摘要

Life insurance sales staff is the first line of the face of consumers who is also a life insurance company to create a major source of revenue, how to improve sales performance, has been the focus of the business community and academia. Changes in recent years with the insurance market and the increase in types of goods, a test of the possibility of multiple life insurance sales and changing market conditions, adjust its capacity to absorb new knowledge of learning skills, and knowledge sharing among colleagues by behavior Thereby increasing individual sales performance. In this study, the performance of life insurance sales focus, the use of IPO models, inferences, verify whether the sales staff of self-efficacy through self-regulated learning and knowledge sharing, and to improve sales performance.
A questionnaire survey, field staff for the life insurance companies accounted for the highest rate in the first eight sampling, 800 questionnaires were distributed. A survey instrument with reference to reliability and validity of domestic and international scale, and through two academic and four practical advice experts to be modified to comply with the survey of the industry, and personal qualities. After continuing through the collection, 752 questionnaires were recovered, after deducting a total of 573 valid questionnaires, questionnaires, response rate was 76%. Then, this study, confirmatory factor analysis to establish the scale of the overall model goodness of fit, composite reliability and variance, and then to SPSS 17.0 version of the data processing, analysis and verification using hierarchical regression in this study Proposed hypotheses.
Finally, this study shows that self-efficacy in life insurance sales through self-regulated learning and knowledge sharing in turn positively affect sales performance. Therefore, this study suggests that the life insurance industry should recruit the clerk with self-efficacy and use of appropriate management measures and incentives to help improve the sales ability of self-regulated learning and knowledge sharing behavior in order to facilitate flexible use of sales practices, and then Individuals and organizations to promote sales of insurance sales.

並列關鍵字

sales staff performance ； knowledge sharing ； self-efficacy ； self-regulated learning

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