FACTORS INFLUENCING THE PURCHASE INTENTION OF HEALTH INSURANCE IN KOTA KINABALU SABAH

Authors

  • Violeta Wilfred Asia Graduate School of Business, UNITAR International University, Petaling Jaya, Selangor, Malaysia

DOI:

https://doi.org/10.51200/mjbe.vi.2882

Keywords:

Health and Life Insurance, Income Level, Knowledge of Insurance, Income Protection, Risk Attitude, Social Factors, Intention to Purchase

Abstract

Health and life insurance have been very critical issue in today’s world. Insurance has become a major necessity for everyone to have in order to protect them or their family from any unforeseen circumstances in life. This study is done to find out what is the factors that influencing the purchase of health and life insurance to the public as well as to determine the relationship among these variables. This descriptive and quantitative study uses 200 respondents selected using a random sampling method from clients of CIMB Bank Branches around Kota Kinabalu, Sabah. IBM SPSS 23.0 was used to analyse data gathered from a self-administered questionnaire. Findings showed that the intention to purchase was perceived moderately. This study also showed that income level, knowledge level, income protection, risk attitude and social factors are significantly, positively and strongly related to purchase intention of life and health insurance.

Author Biography

Violeta Wilfred, Asia Graduate School of Business, UNITAR International University, Petaling Jaya, Selangor, Malaysia



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Published

2020-12-31

How to Cite

Violeta Wilfred. (2020). FACTORS INFLUENCING THE PURCHASE INTENTION OF HEALTH INSURANCE IN KOTA KINABALU SABAH. Malaysian Journal of Business and Economics (MJBE), 7(2), 99. https://doi.org/10.51200/mjbe.vi.2882
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