印象管理與適應性銷售對投資型商品購買意願之研究

The Study of Impression Management and Adaptive Selling on Purchasing Intention for Investment-linked Insurance

張禎芸(Chen-Yun Chang)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

金融海嘯導致全世界經濟性恐慌，加上總體經濟環境動盪不安、金融體系不健全等…，這種種的問題導致投資活動不再熱絡、投資市場流動性低，大家對於強調投資的壽險商品也都望之卻步。面對金融海嘯的衝擊，與顧客有直接接觸的業務員將成為壽險公司在逆境成長的關鍵。綜上所述，本研究的目的即在探討當業務員使用印象管理與適應性銷售戰術時，顧客能否藉由對服務品質的知覺而提升購買意願。
本研究以結構方程模式來進行驗證，採便利抽樣法選取國泰、新光、南山、三商美邦之業務員為施測對象，共計發放220份問卷並回收201份的有效問卷。為避免相同方法偏誤的產生，本研究以配對問卷的方式進行施測，由觀察員衡量業務員在推銷過程中使用印象管理與適應性銷售戰術的程度，並由顧客填答知覺服務品質與購買意願量表。本研究以SPSS與LISREL統計軟體進行分析，首先採用SPSS進行信度分析與相關分析，接著再利用LISREL進行驗證性因素分析與結構模型分析。
實證結果顯示原假設模型與實際模型有良好的適配度，而在假設驗證方面，當業務員使用非語言印象管理戰術與適應性銷售戰術時，顧客會知覺到服務品質並提升購買意願；但當業務員使用他人導向與自我導向戰術時，顧客並不會藉由對服務品質的知覺，進而提升購買意願。

關鍵字

印象管理 ； 適應性銷售 ； 知覺服務品質

並列摘要

Face the crash of financial crisis and in a highly competitive market, the most important thing to do for salespersons is how to decrease the feared mind of potential customers and increase additional value of investment-linked insurance. To sum up, the purpose of research is to know whether customers will raise their purchasing intention via the perception of service quality when salespersons display the tactics of Impression Management and Adaptive Selling.
In order to avoid the outcome of common method variance, the research collected data by paired questionnaires. The data was collected from the salespersons of Cathay, Shin Kong, Nan Shan, and MassMutual Mercuries life insurance companies and the customers served by those salespersons.
The research applied LISREL to analyze measurement model and structure model. Results confirmed that theoretical model fitted the real model well. Furthermore, there were two hypotheses not being supported, it means only non-verbal impression management and adaptive selling can positively influence customers’ perception of service quality and then increase their purchasing intention.

並列關鍵字

Impression Management ； Adaptive Selling ； Perception of Service Quality

參考文獻

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