The Relationship between Professional Competence ,Interpersonal Relationship, Corporation Image and purchase Intention－for investment linked insurance products

• Main Authors: Wun-Jhao Ciou, 邱文照
• Other Authors: Yie-Sheng Chen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/89721809767081460995

碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === Integration of global financial market as one closely correlated community is a phenomenon resulting from the development of economic ecology. To comply with the down trend of market interest rates, enhance the competibility of insurance industry, at this time the governmental institutions revised investment limitation of the related laws and regulations, it seems the time to promote investment linked insurance products is coming. The investment linked insurance products are new for people who never purchase in Taiwan. We do not know how the influence of purchase Intention when the insurance product change. This essay will analyze how the professional competence, interpersonal relationship and corporation Image influence purchase Intention when the insurance salesperson sale the new insurance products. In this article, we specify a baseline model with professional competence, interpersonal relationship and corporation Image as antecedents to trust; these in turn are modeled as antecedents to purchase Intention. The consumers in Taipei who haven’t purchased were selected as research objects. 257 valid questionnaires were collected. The result of empirical analysis shows that : (1) Professional competence, interpersonal relationship, corporation Image and trust have positive effect on the purchase Intention. (2) The professional competence, interpersonal relationship and corporation Image has positive effect on the trust. (3) The interpersonal relationship and corporation Image have positive indirect impact on purchase Intention by trust, but professional competence does not. (4) To get trust of customers is the most important task for insurance salesperson. They have less opportunity to show professional competence before they get trust of customers.