Các nhân tố ảnh hưởng tới quyết định mua bảo hiểm nhân thọ của khách hàng cá nhân trên địa bàn tỉnh Thanh Hóa

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Tác giả: Quang Hiếu Lê

Ngôn ngữ: Vie

Ký hiệu phân loại: 650 Management and auxiliary services

Thông tin xuất bản: Tạp chí Kinh tế và Phát triển , 2022

Mô tả vật lý: 65-74

Bộ sưu tập: Metadata

ID: 407469

Thêm vào giỏ

Nghiên cứu nhằm khám phá và phân tích các nhân tố ảnh hưởng đến quyết định mua bảo hiểm nhân thọ của khách hàng cá nhân tại tỉnh Thanh Hóa. Dựa trên lý thuyết gốc TPB, lý thuyết quá trình ra quyết định (Kotler & Keller, 2012), lý thuyết hành vi người tiêu dùng (Sheth & cộng sự, 1998), tổng hợp và kế thừa có chọn lọc các nghiên cứu trước, tác giả đã xây dựng mô hình nghiên cứu, thực hiện thu thập dữ liệu thông qua khảo sát 450 khách hàng cá nhân đã mua và chưa mua bảo hiểm nhân thọ bằng bảng câu hỏi và sử dụng mô hình hồi quy Binary Logistic. Kết quả chỉ ra có 05 nhân tố tác động có ý nghĩa thống kê và cùng chiều đến quyết định mua bảo hiểm nhân thọ của khách hàng cá nhân tại tỉnh này là: Nhận thức về giá trị của bảo hiểm nhân thọ
Các động cơ mua bảo hiểm nhân thọ
Nhân viên tư vấn thương hiệu công ty
Quyền lợi khi mua bảo hiểm nhân thọ
và nhân tố tác động ngược chiều là Các rào cản trong việc mua bảo hiểm nhân thọ. Từ đó, các khuyến nghị nhằm gia tăng quyết định mua bảo hiểm nhân thọ của khách hàng cá nhân tại tỉnh Thanh Hóa được đề xuất., Tóm tắt tiếng anh, This study aims to explore and analyze determinants influencing the decision to buy life insurance of individual customers in Thanh Hoa. Through the original TPB theory, as well as the Decision Process Theory ofKotler & Keller (2012), the theory ofConsumer Behavior of Sheth et al. (1998), synthesizing and selectively inheriting previous studies. Data were collected through a survey of 450 individual customers who have purchased and have not purchased personal insurance by using a questionnaire and a Binary Logistic regression model. The results show that there are five factors that have a statistically significant and positive impact on the decision to buy life insurance of individual customers in Thanh Hoa, the importance is Perception of the value of life insurance
Motivesfor buying life insurance
Consultant, Company brand
Benefits when buying life insurance
and one factor having the opposite effect is Barriers to buying life insurance. From the findings, some recommendations are proposed for increasing the decision to buy life insurance for individual customers in Thanh Hoa province.

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1. Đọc trực tuyến

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