A Study on Financial Advisors’ Motives to Sell Insurance Products

• Main Authors: Ta-Chung Hsieh, 謝大忠
• Other Authors: Pen-Tui Lai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/95877600992327613164

碩士 === 朝陽科技大學 === 保險金融管理系碩士班 === 98 === Marketing channels of insurance industry in Taiwan have developed toward diversity along with economic development and social transitions. In the early years, the main marketing channels were direct sales teams of the insurance companies and general insurance agencies. As the public’s educational levels increase, consumers’ acceptance toward insurance products becomes wider, thus giving rise to other marketing channels, among which the insurance marketing channels in banks have the fastest development. For the premium income from new insurance policies in the last year, the income from bank channels has reached 63.15% in all channels, exceeding the percentage of 50% for the first time, which has largely surpassed that of insurance agents. The new record also indicates that bank channels will play a major role in the insurance industry. Research subjects of this study were bank financial advisors that sell insurance products for several insurance companies in Taiwan. Questionnaire survey was conducted to investigate the motives of financial advisors regarding the sale of insurance products. In total, this study distributed 400 surveys and obtained 303 valid samples; the valid return rate was 75.75%. Data were analyzed with SPSS 18.0 for descriptive statistics and empirical analysis. The research findings suggest that: 1. Environmental factors, such as “channels: systems and products,” “service of insurance company,” “incentives measures,” and “fiscal conditions of insurance companies,” have significant effects on financial advisors’ motives to sell insurance products. 2. Different personal variables, such as gender, monthly salary, and employment history have significant effects on the motives of financial advisors to insurance products. 3. There is a positive correlation between financial advisors’ motives and sales performance.