洞悉購買投資型保單之知覺價值分析對提升業務競爭力之研究

Abstract

摘要 近年來，共同基金的熱賣，銀行理專對銷售基金的擅長與推動，再次讓投資型保單對整體新契約保費收入占比再創新高。投資型商品已然成為市場主流，銷售能力成為壽險從業人員生存的關鍵因素。然而，本研究所了解到的壽險從業人員，初入此行只需人身保險證照，專長為風險規劃。然而，即使擁有投資型保單證照，也並非業務人員都已具備足夠相關投資理財知識，更遑論熟悉此商品的銷售、轉換、獲利 贖回、面對客戶諮詢及用專業知識來處理售後服務會面臨的問題。因此，在面對「盈虧自負」的客戶虧損，常常因受外在不可控之因素所影響，如景氣反轉，重大事件衝擊：戰爭危機、恐怖攻擊、病毒引發疫情鎖國、貨物塞港、通膨、聯準會升息、俄烏戰火煙硝、中國動態清零… 等，外在因素衝擊著投資績效。 消費端也並非每一位投保者都了解投資型商品的功能、購買動機（為何而買）、操作（轉換基金）、贖回（為何而贖）。本文將從消費者視角看待投資型保單商品功能，探討消費者的知覺價值。研究對象分成三類：購買持有者、中途贖回出場者與無購買經驗者做深度訪談、洞悉知覺價值，探討影響購買動機之心理、社會、技術因素，並融入設計於訪談問題中。研究結果發現投資型保單感知價值來自於主要商品功能是保險，藉由高保額把心安放，把家顧好！ 多數人更在意的是子帳戶：能創造財富並達成期望報酬率此外對資金有需求時能靈活充分運用。對難度高的基金操作，大多數是自行選擇標的，只要有用心研究、認真選擇標的並定期檢視，多半都是正報酬且經由購買此保單後了解基金操作，不管是多頭市場或是空頭市場均知道如何保護資產。最後佐以銷售達人訪談得到驗證結果即銷售達人與投資型保單長期持有者，在面對風險的態度與看法和做法及基金操作技巧竟然如出一轍。最後期許業務員理解並認知投資型保單設計緣由與推行的精神與價值所在，理解自身角色之扮演。進而讓保戶對此商品有正確觀念與認知，期許此商品在各個生命階段 扮演至關重要角色，一張保單足以滿足人生各個階段的需求。關鍵詞：保險、投資型保單、消費者導向、消費者心理、知覺價值

Abstract In recent years, the hot sale of mutual funds and the expertise and promotion of banks in selling funds have once again made the proportion of variable universal life insurance （VUL）to the overall new contract premium income reach a new high. Investment commodities have become mainstream in the market. Therefore, sales capability become the key factor for insurance practitioners. However, the life insurance agents barely have enough knowledge facing customer consultation and professional after-sales service. The external uncontrollable factors, such as the reversal of the economy, major events: war crisis, terrorist attacks, COVID-19, cargo jam, inflation, FED interest rate hikes, Russian-Ukrainian war smoke, China's dynamic clearance were always neglected.

On the consumer side, not every insured person understands the function of VUL, the operation (to convert the fund), and the redemption (why to redeem). This article look at the function of VUL from the perspective of consumers, and explore the perceived value of consumers. The subjects were divided into three categories: purchase holders, redemptions in the middle, and in-depth interviews with those with no purchase experience to gain insight intothe value of perceptionThe results of the study found that the perceived value of VUL comes from the fact that the main commodity function is insurance, and the heart is placed through the high sum insured and the home is taken care of! Most people are more concerned with sub-accounts: they can create wealth and achieve the desired rate of return, and they can be used flexibly and fully when there is a need for funds. Finally, the results of the interview with the sales talent were verified that the sales talent and the long-term holder of the investment policy had the same attitude and attitude and practice in the face of risk and the fund operation skills. That is, the hero sees the same thing. Therefore, although investment is difficult, it must have its trajectory and rules. It turns out that the law of short market investment is the most crucial law for batch increases. Mutual funds, on the other hand, are characterized by an eventual upward movement. Through the long-term investment strategy, you can finally taste the sweet investment results.Finally, it is expected that the salesman will understand and recognize the reasons for the design of VUL and the spirit and value of implementation, and understand their own role.Keywords: Insurance, Variable Universal Life Insurance, Consumer-Oriented, Consumer pychology, Perceived Value