保险推销员自我效能感及其工作模型

The research studied self-efficacy and job mechanism of insurance salesmen in China by the methods of in-depth interview, focus-group, semi-open questionnaire, standard questionnaire. There were about 1300 samples surveyed. The way of data analysis such as factor analysis, correlation analysis, regreesion analysis and structure equation was used. Four following conclusions were drawn: First, self-efficacy of inssurance salesmen in China consists of eight factorswhich are interview skills, manner, persistence, control of emotion, plans and comments, master of knowledge, intuition and judgement, preparation. Second, the relationship between self-efficacy and other job variables such as achievement motivation, work incentive, coping strategy, view of ability, performance, goalsetting, colleague relationship, the way of feedback from leader, job satisfaction and exertion were tested and all the correlations were significant. Third, regression analysis was used to test the relationship between self-efficacy and the antecedent variables. The result was that four antecedent varialbes enter equation (p<.05). They are self-oriented achievement motivation, stability of emotion, performance and colleague relationship.. Finally, vertified by path-analysis, the research posits a comprehensive model about job for insurance salesmen, in which self-efficacy was the most important factor. On the one hand, self-efficacy has dominant effects on the consequent variables, such as mastery goal, performance- approach goal, job satisfaction, exertion, coping strategy, on the another hand, self-efficacy was found as mediator of the relationship between the antecedent variables and consequent variables.