保險業務人員的人格特質、成就動機、心理韌性研究

Abstract

本研究旨在探討保險業務人員之人格特質、成就動機與心理韌性三大心理構面之現況及其相互關係，並分析這些變項對工作績效與續任意圖之影響。臺灣保險業處於高度競爭與績效導向之環境，業務人員須面對高壓力、高拒絕率與持續開發客戶等挑戰，因此，其心理特質與內在動機成為影響工作表現與職涯持續性的重要因素。本研究採用量化研究方法，以南山人壽393位在職保險業務人員為對象，進行結構式問卷調查。問卷內容涵蓋五大人格特質量表（BFI-15）、自編成就動機與心理韌性量表，並進行描述性統計、t檢定、卡方考驗。研究結果顯示：保險業務人員在人格特質中以「盡責性」與「外向性」表現最為突出；成就動機得分最高，顯示強烈目標導向與內在驅力；心理韌性與成就動機具高度正相關，並扮演人格特質與成就動機間之中介角色。此外，高績效業務人員（如四星會特別會員）在成就動機與心理韌性兩構面得分明顯高於其他群體，顯示此兩變項具備區辨績效之潛力。本研究結果有助於保險業者於人才招募、培訓與留任策略中，導入科學化之心理特質評估與發展機制，提升人力資源管理效能，並作為未來相關實證研究之參考。This study aims to explore the current status and interrelationships among personality traits, achievement motivation, and psychological resilience of insurance salespeople, and to analyze how these psychological variables influence job performance and retention intention. Operating in a highly competitive and performance-driven environment, insurance salespeople in Taiwan face significant challenges such as high pressure, frequent rejections, and ongoing client acquisition. As such, their psychological attributes and intrinsic motivation are critical factors in sustaining job performance and career persistence.A quantitative research method was adopted, collecting data through structured questionnaires from 393 insurance salespeople currently employed at Nan Shan Life Insurance. The questionnaire included the Big Five Inventory-15 (BFI-15), as well as customized scales for achievement motivation and psychological resilience. Data were analyzed using descriptive statistics, t-tests, Chi-Squared Test . The results revealed that"conscientiousness" and "extraversion" were the most prominent personality traits among respondents. Achievement motivation scored the highest among the three variables, indicating a strong goal orientation and intrinsic drive. Psychological resilience was highly correlated with achievement motivation and served as a mediating factor between personality traits and motivation. Furthermore, high-performing agents (such as Four-Star members) scored significantly higher in both achievement motivation and psychological resilience, suggesting that these two traits are potential predictors of performance levels.The findings provide practical implications for recruitment, training, and retention strategies in the insurance industry. By integrating scientific assessment of psychological characteristics, organizations can enhance human resource management and talent development. This study also offers a valuable empirical reference for future research in occupational psychology and performance prediction.