Abstract: By making use of the ordered choice model and the survey data, this paper conducts an empirical analysis of the influencing factors of life insurance agent loyalty. The results indicate that such factors as age, interpersonal skills, communication skills, income satisfaction and psychological fitness have significant influence, while such factors as gender, marital status, education level, work experience, level of understanding of insurance and so on don’t have remarkable influence on the degree of agent loyalty; the other factors such as the income level, whether received training, whether benefitted from training，the persuasive ability, visit experience and son on have no significant impact. In order to enhance the agent loyalty, it is necessary to improve the agents’ qualification, strengthen the incentive effect of the agent commission, improve the training system, reduce work stress, enhance self-confidence at work, and improve the legal status of the agents.

Key words: individual agents of life insurance; degree of loyalty; ordered choice model