人身保險業與一般行業最大的不同點在於人身保險公司所販售的是無 形商品,和對保戶的承諾,消費者僅能拿到保單作為雙方履約的憑據,必 須等到保險事故發生後,才能產生對商品本身品質之具體評價,在現今社 會中,許多消費者都曾有購買人身保險商品的經驗,然購買經驗之良莠可 能會影響消費者對人身保險業務員之整體評價,因此本研究想了解現今消 費者購買人身保險的經驗與人身保險業務員的職業聲望關係。 本研究採用問卷調查法了解一般消費者對於人身保險業務員的主觀看 法,再以SPSS 20.0版進行資料的處理,並採用變異數分析、獨立樣本t檢定 及迴歸分析驗證本研究所提出之假設,經由實證結果發現在人口統計變數 方面,職業選項從事金融業及服務業的消費者在人身保險商品購買經驗評 價較佳,且在人身保險業務員職業聲望的評價也較高於其他的受訪族群。 而消費者人身保險購買經驗的評價對人身保險業務員職業聲望關係有顯著 的影響,因此消費者購買人身保險的經驗越好會讓消費者自身對於人身保 險業務員職業聲望的主觀評價有所改變。
The biggest difference between life insurance industry and other industry lies in that life insurers sell intangible product, a promise exists in the form of a contract to pay out claims when the covered risks occur. Therefore most consumers will not be able to make specific evaluations on the qualities of their own insurance policies before the insured accidents occur. Most consumers have had the experience of purchasing life insurance nowadays. This study aims to understand and analyze the relationship between consumer purchase experiences and life insurance agents’ occupational reputations. This study adopts questionnaire survey to acquire consumers’ subjective opinion on life insurance agents, analyzes survey data with SPSS 20.0 and uses analysis of variance, independent-sample t test and regression analysis to verify proposed hypotheses. Results of this study show that consumers who work in the finance and service industry have better evaluations for their insurance purchase experience, and hold higher occupational reputations for insurance agents. The relationship between consumers’ purchase experiences and life insurance agents’ occupational reputations is significant. When the consumers have better experience during the process of purchasing life insurances, their evaluations of life insurance agents’ reputations will be affected.
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