Impact of self-efficacy on performance of life insurance salespeople: the mediating effects of self-regulated learning and knowledge sharing

• Main Authors: Wan-Tzu Su, 蘇婉慈
• Other Authors: Jian-Shen Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/30082846544064989911

碩士 === 朝陽科技大學 === 保險金融管理系碩士班 === 99 === Life insurance sales staff is the first line of the face of consumers who is also a life insurance company to create a major source of revenue, how to improve sales performance, has been the focus of the business community and academia. Changes in recent years with the insurance market and the increase in types of goods, a test of the possibility of multiple life insurance sales and changing market conditions, adjust its capacity to absorb new knowledge of learning skills, and knowledge sharing among colleagues by behavior Thereby increasing individual sales performance. In this study, the performance of life insurance sales focus, the use of IPO models, inferences, verify whether the sales staff of self-efficacy through self-regulated learning and knowledge sharing, and to improve sales performance. A questionnaire survey, field staff for the life insurance companies accounted for the highest rate in the first eight sampling, 800 questionnaires were distributed. A survey instrument with reference to reliability and validity of domestic and international scale, and through two academic and four practical advice experts to be modified to comply with the survey of the industry, and personal qualities. After continuing through the collection, 752 questionnaires were recovered, after deducting a total of 573 valid questionnaires, questionnaires, response rate was 76%. Then, this study, confirmatory factor analysis to establish the scale of the overall model goodness of fit, composite reliability and variance, and then to SPSS 17.0 version of the data processing, analysis and verification using hierarchical regression in this study Proposed hypotheses. Finally, this study shows that self-efficacy in life insurance sales through self-regulated learning and knowledge sharing in turn positively affect sales performance. Therefore, this study suggests that the life insurance industry should recruit the clerk with self-efficacy and use of appropriate management measures and incentives to help improve the sales ability of self-regulated learning and knowledge sharing behavior in order to facilitate flexible use of sales practices, and then Individuals and organizations to promote sales of insurance sales.