人壽保險業務員目標導向、行為績效與銷售績效之實證研究The Empirical Analysis of Life Insurance Agent’s Goal Orientation

摘要
　　行為績效是影響業務員銷售績效的關鍵因素，而透過目標導向理論則可以合理解釋業務人員在面對銷售困難與挫折時何以會呈現不同的行為績效。本文研究目的在於確認業務員的目標導向屬性對於行為績效以及行為績效對於銷售績效的影響力。透過627份人壽保險業務員的問卷資料，迴歸分析結果顯示學習目標導向與證明目標導向皆會正向影響業務員的行為績效，然而迴避目標導向對於行為績效並無顯著影響力。再者，行為績效對於業務員銷售績效的正向影響力，說明業務員若能適時因應銷售環境而採取因時制宜的銷售策略以及勤奮工作行為都能有效提升其銷售績效。
關鍵詞：目標導向、行為績效、銷售績效
Abstract
　　Behavioral performance is a key factor that influences the sales performance of agents. Goal orientation theory can be used to reasonably explain why agents exhibit different behavioral performance levels when confronted with difficult sales tasks. This paper aims to examine the relationship between the goal orientation of agents and their behavioral performance levels. It also investigates the effect of behavioral performance on sales performance. Regression analysis was conducted on the basis of the survey questionnaires collected from 627 life insurance agents. Results show that learning and prove goal orientations positively affect behavioral performance, whereas avoid goal orientation has no significant effect. In addition, behavioral performance has a significant positive effect on the sales performance. This finding suggest that agents can take appropriate action in adapting to environmental changes, and elevate their sales performance by increasing their efforts and applying appropriate sales strategies.
Keywords: goal orientation, behavior performance, sales performance