The Research of Banks’ Intentions to Promote Life Insurance Products
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...
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ndltd-TW-093FJU004570332015-10-13T11:39:19Z http://ndltd.ncl.edu.tw/handle/83946860133536820844 The Research of Banks’ Intentions to Promote Life Insurance Products 銀行促銷壽險產品意願之研究 Hsuan-Yi Chou 周軒逸 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. Shih-Ping Jeng 鄭士蘋 2005 學位論文 ; thesis 85 zh-TW |
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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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author2 |
Shih-Ping Jeng |
author_facet |
Shih-Ping Jeng Hsuan-Yi Chou 周軒逸 |
author |
Hsuan-Yi Chou 周軒逸 |
spellingShingle |
Hsuan-Yi Chou 周軒逸 The Research of Banks’ Intentions to Promote Life Insurance Products |
author_sort |
Hsuan-Yi Chou |
title |
The Research of Banks’ Intentions to Promote Life Insurance Products |
title_short |
The Research of Banks’ Intentions to Promote Life Insurance Products |
title_full |
The Research of Banks’ Intentions to Promote Life Insurance Products |
title_fullStr |
The Research of Banks’ Intentions to Promote Life Insurance Products |
title_full_unstemmed |
The Research of Banks’ Intentions to Promote Life Insurance Products |
title_sort |
research of banks’ intentions to promote life insurance products |
publishDate |
2005 |
url |
http://ndltd.ncl.edu.tw/handle/83946860133536820844 |
work_keys_str_mv |
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