FACTORS AFFECTING TO CONSUMERS' BUYING INTENTION OF LIFE INSURANCE: A CASE STUDY OF GOVAP DISTRICT, HOCHIMINH CITY

Abstract

Life insurance is a service that brings many benefits to buyers. However, in Vietnam in general, in Ho Chi Minh City and in Go Vap district in particular, the percentage of people buying life insurance is still low. Therefore, identifying and measuring the impact of these factors on the buying intention of life insurance - a case study in Go Vap district is necessary. The results of data processing from an online survey of 250 people intending to buy life insurance using SPSS 20 have measured the influence of 5 factors in the research model, respectively subjective norms, attitudes toward buying life insurance, life insurance company's service, saving motivation and finally perceived behavior control. From the research results, the study suggested the five recommendations to increase buying intention of life insurance. Hopefully, the number of customers buying life insurance will increase as insurance companies implement these recommendations.