本研究的目的在探討轉換型領導及其理想化影響、鼓舞式激勵、智能啟發、個別關懷四個構面，在信任程度之中介效果下與留任意願之關係，以N壽險公司的外勤業務員為研究對象，採用便利取樣方式實施問卷調查，共計回收303份問卷，獲得有效問卷288份。問卷調查法所取得資料，用來驗證本研究所建立之各項假設，並利用SPSS統計軟體進行資料統計分析：敘述性統計分析、信度分析、相關分析、中介效果分析。 結果顯示當業務主管採行轉換型領導，對其轄下業務員的留任意願有直接的正向影響，以及轉換型領導中的理想化影響、鼓舞式激勵、智能啟發、個別關懷所有構面亦對於業務員對其業務主管的信任程度具直接的正向影響。而業務主管採行轉換型領導中理想化影響、智能啟發兩個構面時，將影響業務員對業務主管的信任程度，且信任程度將進而影響其留任意願。另外，轉換型領導及其構面中的鼓舞式激勵、智能啟發、個別關懷，對留任意願亦有直接的正向影響。因此本研究發現業務員對於其業務主管的信任程度在轉換型領導的理想化影響、智能啟發兩個構面與留任意願之間，具有中介的效果存在。根據實證結果提出具體建議，提供給保險業者及保險業務主管，作為未來經營管理團隊的參考依據。 ;This research aims to explore the relationship between transformational leadership and its impact on four dimensions including idealized influence, inspirational motivation, intellectual stimulation, and individual consideration. Under the relationship of retention intention and the mediating effect of trust level, the subject of the study focuses on the field sales representatives of N Life Insurance Company and uses a convenient sampling method to conduct a questionnaire survey, 303 questionnaires in total were collected and 288 valid responses were included. The data obtained from the questionnaire survey were used to validate the hypotheses established in this study. The analysis of data was conducted by SPSS statistical software. The result of the study indicates the direct and positive influence on the retention intention of the subordinates when their supervisors adopt transformational leadership. Additionally, the overall dimensions within transformational leadership inclusive of idealized influence, inspirational motivation, intellectual stimulation, and individual consideration also have direct and positive impact on the trust of field sales representatives toward their supervisors. The trust level of the sales representatives toward their supervisors will influence them to adopt the idealized influence and intellectual stimulation, dimensions of transformational leadership, and this affect the subordinates’ retention intention positively. Moreover, the elements of inspirational motivation, intellectual stimulation, and individual consideration within transformational leadership have direct and positive impacts on the retention intention. Therefore, the trust level of the sales representatives toward their supervisors plays a mediating role between the idealized influence and intellectual stimulation dimensions of transformational leadership and retention intention. Based on the result of the survey, we will provide specific suggestions for insurance companies and the companies’ sales supervisors serving as the reference for future management and operation.
