Research on Behavior Intention of Marketing Ethics for the Salespeople of the Investment-Oriented Insurance

[[abstract]]投資型保險業務員行銷倫理行為意向之研究 摘要 本研究旨在建構一研究架構，以探討投資型保險業務員於銷售時，影響其行銷倫理行為意向與行為的因素。研究設計以計畫行為理論之「態度」、「主觀規範」、「知覺行為控制」為主要研究變數，探討其與行銷倫理行為意向之影響，並探討調節變數「認知責任額達成難度」、「未達成責任額之處罰效果」對「行為意向」之影響。並以新光人壽高雄縣市之業務人員為研究對象，經設計問卷、資料處理後，研究結果歸納如下： 一、「態度」對投資型保險業務員行銷倫理「行為意向」具顯著之影響。 二、「主觀規範」對投資型保險業務員行銷倫理「行為意向」具顯著之影響。 三、「知覺行為控制」對投資型保險業務員行銷倫「行為意向」具顯著之影響。 四、「行為意向」對投資型保險業務員行銷倫理「實際行為」具顯著之影響。 五、「認知責任額達成難度」對投資型保險業務員行銷倫理「行為意向」具顯著之影響。 六、「未達成責任額之處罰效果」對投資型保險業務員行銷倫理「行為意向」未具顯著之影響。 關鍵字：投資型保險、行銷倫理、行為意向。[[abstract]]Research on Behavior Intention of Marketing Ethics for the Salespeople of Investment-Oriented Insurance Abstract The study aims to construct a research framework by which to investigate how marketing ethical behavioral intentions affect the actual behavior of salespeople during selling. The main variables are: “the attitude of theory of planned behavior”, “subjective norm”, and “perceived behavioral control.” The impact of “behavioral intention under marketing ethics” is investigated, as well as the impacts of moderating variables upon behavioral intention, including: “acknowledge the difficulty to achieve the quota” and “the penalty effect of failing to achieve the quota.” The research subjects are the Kaohsiung area salespeople of the Shin Kong Life Insurance Company. After the questionnaire survey and answer analysis, the results are as follows: 1. “Attitude” has significant impact on the behavior intention of marketing ethics for the salespeople of investment-oriented insurance. 2. “Subjective norm” has significant impact on the behavior intention of marketing ethics for the salespeople of investment-oriented insurance. 3. “Perceived behavioral control” has significant impact on the behavior intention of marketing ethnic for the salespeople of investment-oriented insurance. 4. “Behavior intention” has significant impact on the actual behavior of marketing ethnic for the salespeople of investment-oriented insurance. 5. “Acknowledge the difficulty to achieve the quota” has significant impact on the behavior intention of marketing ethnic for the salespeople of investment-oriented insurance. 6. “The penalty effect of failing to achieve the quota” did not have significant impact on the behavior intention of marketing ethnic for the salespeople of investment-oriented insurance. Key words: investment-oriented insurance, marketing ethnics, behavior intentio