| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 93 === The new trend in the life insurance industry is for life insurance companies to sell products to customers through banks. Although banks have already been inevitably important distribution channels for the life insurance industry, the banks often sign contracts with many life insurance companies, only selecting a few of the companies to promote their products. Thus, in order for life insurance companies to gain the banks’ favor and ultimately have banks promote their products, life insurance companies must thoroughly understand which variables influence banks’ intentions to promote life insurance products and how these variables influence.
This research explores the direct and indirect effects as well as the relative importance of life insurance companies’ commission, product demand, interpersonal relationship between banks’ deciders and life insurance companies’ negotiators, and banks’ transaction costs to life insurance companies on banks’ intentions to promote. The results show that commission, product demand, and interpersonal relationship have significantly positive effects on banks’ intentions to promote, while transaction costs have significantly negative effects on banks’ intentions to promote. Additionally, interpersonal relationship and transaction costs do not have moderating effects on commission and product demand. Regarding the relative importance, this research suggests when banks choose products to promote, the most important consideration is product demand, and the next are commission, transaction costs, and interpersonal relationship. The implications of the findings for Bancassuarance are discussed.
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