在金融國際化與自由化的壓力下，各家銀行間競爭日益白熱化，如何提高推介保險等理財商品之手續費收入，以降低放款的邊際利潤持續降低之衝擊，為銀行所面臨之重要經營決策。在具有先天優勢下，雖然銀行跨足保險業是一大利多，但在無法取得專利權的困難之下，金融商品與保險商品極易在短期間內被競爭對手加以模仿，如何掌握消費者於銀行購買保險商品之決策關鍵，成為各銀行搭配壽險公司商品之重要行銷策略。
消費者在銀行端面對琳琅滿目之保險商品，銀行理財專員之服務及壽險公司之企業形象成為吸引其注意力的關鍵因素。消費者通常在考慮是否透過銀行購買壽險商品時，會藉由其感受之服務品質及銀行所搭配之壽險公司形象來辨別商品的優劣，形成其主觀之銀行保險「品牌價值」，進而影響其購買意願。
研究範圍鎖定台中以北地區，與銀行業務往來之潛在保險成交顧客為研究對象，探討消費者考慮透過銀行通路購買壽險商品時，銀行服務、銀行及壽險公司企業形象、知覺風險對品牌評價之影響。
實證方面，本研究總計發出350份紙本問卷，回收有效問卷333份，以SAS統計軟體進行相關之分析，結果顯示大部分假說皆獲支持。研究結果顯示:　　
1. 銀行服務會正向影響消費者品牌評價
2. 銀行及壽險公司之企業形象皆正向影響消費者品牌評價
3. 知覺風險在銀行服務、企業形象與消費者品牌評價間呈現顯著干擾效果

In recent years, the internationalization and liberalization in Taiwan financial markets have increased the competition among local banks and the margins of loan has declined continuously. Under this circumstance, revenues from operation charges, such as premium, become more important. Driven by external environment competition and internal advantages, banks have also changed their business strategy to focus on banking insurance markets. Although it is good for local banks to tap into insurance markets, they still have to enhance their own competitive advantages for insurance products can be easily imitated.
This research targets on banking insurance prospects in northern Taiwan , surveying determinants of insuring and effects among banking service, corporate images, perceived risks and brand evaluation.
The numbers of effective questionnaire were 333 out of 350 required questionnaires in SAS statistical analyses, and the experimental results support the hypothesis. The research conclusions are as follows:
1. Banking service has positive effect on consumers’ brand evaluation.
2. Corporate image of banks and life insurance companies has positive effect on consumers’ brand evaluation.
3. Perceived risk is showing moderation effect on banking service, corporate image of banks and life insurance companies and consumers’ brand evaluation.

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