影響台灣地區人壽保險公司聲譽評價之因素 Determinants of Reputation Evaluation of Life Insurance Companies in Taiwan

摘要
　　本文之研究目的在於探討消費者對消費者主觀因素與人壽保險公司經營績效因素對人壽保險公司聲譽評價之影響。研究期間為2007年至2011年，以臺灣地區經營保險共計33家國內外人壽保險公司為研究對象，利用移動平均及考慮異質變異下的縱橫面迴歸分析，並依LM及Hausman檢定驗證採用之模型。得到實證結果如下：兩種迴歸中市佔率與業務員的服務滿意度對人壽保險公司聲譽均有顯著正向影響，而成立年限對人壽保險公司聲譽皆有顯著負向影響。整合移動平均及縱橫面迴歸分析的實證結果發現，專業、服務為增進人壽保險公司聲譽最重要的因素。
關鍵詞：人壽保險、聲譽、時間序列橫斷面模型、消費者行為、經營策略
Abstract
　　This researchinvestigates the factors of reputation evaluation of life insurance companies in Taiwan. A dataset of thirty-three life insurance companies in Taiwan during 2007 to 2011 is constructed. The moving average (MA) and heteoskedastic panel data regressions are both used for estimation, with the LM and Hausman tests for model selection. The major empirical findings are as follows: In both regressions, market share and salesman service satisfaction have significantly positive effects on reputation evaluation, while years since establishment have significantly negative impact on reputation evaluation. Our empirical findings show that professionalism and service are the most important factors of increasing reputation of life insurance companies in Taiwan.
Keywords: life insurance, reputation, panel data, consumer behavior, business strategy