目前的保險市場發展中,我國保險經紀人除了依法律規定執業外,隨著 金融環境的改變,由銀行轉投資設立之保險經紀人公司不占少數,此皆成 為我國保險經紀人重要的經營型態。本研究旨在探討品牌形象、商品設計 組合與銷售績效之關係,以激勵做為干擾變數,以保險經紀人為研究對象。 利用問卷發放收集,共計500份 ,有效問卷回收率為87.6%,並利用信度分 析、相關分析、驗證性因素分析、層級迴歸分析四種分析方法。 本研究是由保險經紀業務員的觀點,探討品牌形象、商品設計組合與 激勵對於銷售績效的影響。研究結果顯示:1. 品牌形象會正向影響銷售績 效;2. 保單商品設計組合會正向影響銷售績效;3. 激勵會正向影響銷售績 效;4. 激勵對於品牌形象與銷售績效之間具有顯著的干擾效果;5. 激勵對 於保單商品設計組合與銷售績效之間具有顯著的干擾效果。
Currently in the local insurance market, there are many insurance broker companies operating in accordance with the law. But with the changes in the financial environment, more and more insurance broker companies are also set up through reinvestment from banks, forming an important business pattern for insurance industry in Taiwan. This study aims to investigate the correlation among brand image, product design portfolio, and sales performance. With incentive measures (including reward systems and administrative support obtained from cooperative insurance companies) as the moderating variables, and insurance broker companies as the object of study, a total of five hundred questionnaires were distributed and collected, accounting for 87.6% of response rate, then further analyzed through Reliability Analysis, Correlation Analysis, Confirmatory Factor Analysis, and Hierarchical Multiple Regression. From the viewpoint of sales agents in insurance broker companies, this study investigates how brand image, product design portfolio, and incentive measures influence sales performance. It concludes that (1) brand image has a positive effect on sales performance; (2) product design portfolio has a positive effect on sales performance; (3) incentive measures have a positive effect on sales performance; (4) incentive measures have a significant moderating effect for the relation between brand image and sales performance; (5) incentive measures have a significant moderating effect for the relation between product design portfolio and sales performance.