由於全球經濟衰退，景氣亦日趨低迷，壽險業投入高成本雇用大量業務人員的策略勢必要有所改變，除了精簡人員外，就是透過合作的方式尋求低成本的行銷通路，例如：透過同一金融控股公司下的銀行、證券公司等進行交叉銷售，以因應同業競爭，有效接觸顧客的新策略。
本研究是以壽險業與金融控股公司為研究標的，根據Morgan & Hunt(1994) 提出的KMV (key mediating variables) 模型，以信任-關係承諾為主要的中介變數，並進一步探討前置變數(關係利益、共享價值觀、溝通)、結果變數(合作意願)和信任關係承諾理論之間的關係及影響，另外增設知識分享意圖測量關係承諾與信任之間的關係，企圖驗證在壽險業和金融控股公司中，「信任關係承諾」理論模型是否適用。
本研究將以問卷調查的方式，以國內壽險業及金融產業為研究對象，總計發放450份問卷，回收402份，有效問卷379份，有效問卷回收率84.22%。並利用AMOS及SPSS 軟體進行分析。本研究的實證結果發現：
一、KMV模型之前置變數(關係利益、共享價值觀、溝通)對壽險公司與金融產業之間的關係承諾或信任具顯著的影響。
二、壽險公司與金融產業之間的信任對關係承諾有顯著的影響。
三、壽險公司與金融產業之間的關係承諾及信任對合作意願及知識分享意圖有顯著的影響。
四、壽險公司與金融產業之間關係承諾及信任的中介效果成立。
由此可知，壽險公司和金融產業藉關係利益、共享價值觀及溝通的重要因素，提昇夥伴間之合作意願及知識分享意圖，維持長久的關係，降低行銷成本。

Due to global economic recession and lower future prospect, the strategy of high cost for hiring large number of salesmen in life insurance business and financial indusry has to be changed. In addition to cutting jobs, companies are looking for alternative sale strategy with lower cost. For example, to achieve a new strategy of being more competitive and efficient in customer connection, company gets cross-selling through banks and securities company under the same financial holding company.
This research is using life insurance business and financial holding company as study subjects. This article aims to apply the KMV model conceptualized by Morgan & Hunt in 1994 to examine the cooperative partnership of financial industry in Taiwan. This study mainly attempts to explore : 1.The impacts and influences of what and how relationship benefits、shared values、communnication would affect relationship commitment or trust. 2. The impacts of relationship commitment and trust would affect cooperative intention. In addition, this study aims to understand whether the trust and relationship commitment lead to influence the knowledge sharing intention. This is to find out if the theoretical model of trust-relationship commitment could be applied to the business of life insurance and financial indusry.
This research will use questionnaires to study domestic life insurance business and financial industry. Totally, 450 questionnaires were issued and 379 valid samples were returned, resulting in a valid return rate of 84.22%. Finally, AMOS and SPSS software will be used in data analysis.
There are five major findings:
1. Relationship benefits、shared values、communication are positively related to the relationship commitment and trust between life insurance business and financial industry.
2. Relationship commitment is positively related to the trust between life insurance business and financial industry.
3. Trust and relationship commitment are positively related to the cooperative intention and knowledge sharing intention between life insurance business and financial industry.
4. Relationship benefits、 shared values and trust are affected by relationship commitment, which it leads to affect cooperative intention and knowledge sharing intention.
5. Both shared values and communication are affected by trust, which it leads to affect cooperative intention and knowledge sharing intention.
To find out the relationship benefits、shared values and communication that influence the relationship between life insurance business and financial industry to improve the cooperative intention and knowledge sharing intention between partners, maintain long-term relationship and lower marketing cost.

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