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    题名: 銀行實體分行從事銀行保險業務績效影響因素之探討-兼論分行虛擬化之影響
    The Study of the Factors Affect Bancassurance Performance of Banks
    作者: 林易德
    Lin, Yi Te
    贡献者: 彭金隆
    林易德
    Lin, Yi Te
    关键词: 銀行3.0
    銀行分行
    金融創新
    銀行保險
    分行管理
    日期: 2016
    上传时间: 2016-08-02 17:17:22 (UTC+8)
    摘要: 數位化時代來臨，人們的生活模式與消費習慣產生重大的轉變，迅速、便利成為人們最重要的考量。為了因應此趨勢，全球掀起金融創新的風潮，虛擬通路正漸漸取代實體通路的功能，銀行分行的縮減與人員的裁撤為銀行數位化所必經的關鍵道路，各國銀行無不在力拼轉型，我國亦然。現今，我國保險公司最重要的保費收入來源來自於銀行保險通路，而銀行保險通路需要倚賴銀行實體分行的運作才得以實踐，面對金融創新的浪潮，對於銀行保險通路的影響便成為一項非常重要的議題。
    本研究以分行、分行管理、理財專員與保費收入之關係做為研究主軸，先以結構方程式（SEM）探討上述之關係、再利用迴歸方程式分析哪些是會影響銀行實體分行銷售保險的重要因素。再者，分離出哪些是實體分行才所特有、無法被科技所取代的重要因素，以探討銀行數位化對於銀行保險通路的影響。
    實證結果發現，理財專員會直接顯著影響銀行保險業務的保費收入，而分行管理措施並不會對保費收入造成直接的影響，但會顯著影響理財專員，間接對保費收入造成影響，具完全中介效果。再細究發現，理專人數、分行客戶數、理專行銷訓練、理專經驗、理專保險商品銷售意願、分行經理推動保險業務動機與保費收入呈顯著正相關。除了分行客戶數外，其餘變數皆是實體分行才所特有，無法被科技取代，銀行數位化後，分行縮減與人員裁撤，上述影響銀行保險業務之重要因素將不復存在。故本研究推論銀行數位化，對銀行保險業務之發展具很大的負面影響力。
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    描述: 碩士
    國立政治大學
    風險管理與保險研究所
    103358023
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