The Impact of Product Knowledge on the Insurance Broker’s Selling Intention of Life Insurance

• Main Authors: Li Hui Lo, 羅莉慧
• Other Authors: M. H. Kao
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y8w2mr

碩士 === 長庚大學 === 商管專業學院 === 104 === There are two kinds of insurance salespeople. One is traditional salespeople who belong to insurance companies, and the other is insurance brokers in broker companies who sell various products of different insurance companies. The importance of product knowledge possessed by insurance brokers has been overlooked in previous research. Accordingly, the purpose of this study is to clarify the influences of product knowledge and incentives on insurance broker’s selling intension. In terms of a quantitative questionnaire, online survey and questionnaires left for the respondents to complete were conducted with 152 insurance brokers. After the tests of scale reliability and validity, hypotheses were tested by regression analysis. The results of the present study show that product knowledge and the incentive have positive influences on insurance broker’s selling intention of life insurance. In the case of disability income insurance, when insurance brokers understand more about the insurance, the positive influence of incentive on broker’s selling intention is stronger.