Main Article Content
As developed living conditions, people always expect to improve their quality of life, ensure safety against unforeseen risks. Life insurance (BHNT) were formed to help overcome risks and losses occurring in life. It’s truly obvious that life insurance provides individuals, families and society with a lot of benefits. Accordingly, this study was designed to propose and test the factors affecting customers’ participation intention towards life-insurance, and the effect of participation intention to participation decision. These relationships are verified through 150 customers who are holders of individual insurance policies. Cronbach’s Alpha and Confirming factor analysis (CFA) tests were applied to examine the reliability and validity of the scale. Structural Equation Modeling (SEM) was also adopted to test the hypotheses. The finding shows that the insurance agents, Brand image, Participation motivation, Social influences have positive effect on participation intention. Participation intention also positively impacts on participation decision of life insurance. As the result, some implications are discussed, and the next research direction is proposed.