保險經紀人公司對壽險公司的合作意願－－以信任與通路衝突為干擾變數

Insurance Brokerage Firms' Willingness to Cooperate with Life Insurers: Moderating Role of Trust and Channel Conflict

保險經紀人已逐漸成為保險商品銷售的重要通路之一。過去並沒有文獻檢視影響保險經紀人公司與壽險公司的合作意願之因素，我們試圖從保險經紀人公司的角度，來探討壽險公司的組織特質與薪酬制度，如何影響保險經紀人公司對壽險公司的合作意願，並以信任與通路衝突作為干擾變數。研究結果發現：壽險公司的組織特質中的企業聲譽、推展員的專業能力，與財務性與非財務性的報酬，對保險經紀人公司的合作意願有正向且顯著的影響。我們也發現：信任會弱化組織特質、薪酬制度對合作意願的正向影響。

Insurance brokers have gradually become one of the principal means of distributing insurance. In this paper, we attempt to determine whether the firm's characteristics and whether the reward systems of life insurers affect the insurance brokerage firms' willingness to cooperate with life insurers. This research is the first to examine these effects. We examined whether trust and channel conflict moderate their relationship. We found that corporate reputation, life insurers professional capability to promote their products, financial and non-financial rewards all have a positive influence on the brokerage firms' willingness to continue cooperating. In addition, we also found that trust moderates the relationship and can weaken it.