2026-08-24T19:27:20Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008730 2024-09-05T05:55:34Z 1582963436320 1582963436320:1582965701379

Factors Affecting Purchase Intention towards Education Insurance ( Myat Thit Mon, 2023) Myat Thit Mon This study aims to identify the purchase intention of education insurance and to analyze the affecting factors on purchase intention towards education insurance. To achieve these objectives, primary data is collected through simple random sampling method from the parents of students attending IIP International School during academic year 2022-2023 using structured Five-point Likert scale questionnaires. Based on the previous studies and theoretical background of the study, the conceptual framework is constructed, mainly divided into two parts; the independent variables – cultural, social, personal and psychological factors and dependent variable – purchase intention. The applied research method in this study is descriptive research method and mean score ranking is used to determine the impacting factors on purchase intention towards education insurance. According to the survey results, out of all affecting factors, cultural factor has proved to be the most influential factor on consumer purchase intention of education insurance and followed by the personal and psychological factors while social factor has negative relationship upon purchase intention of the respondents towards education insurance. The findings of the study suggest the insurance companies to raise the awareness about education insurance, the returns and benefits of the product and the premium term to minimize the risk of unexpected event in future. The contribution of the study is supporting the insurance industry to perceive the factors affecting purchase intention which are able to reinforce in pursuing purchase intention to decision making process. 2023-01-01 https://meral.edu.mm/records/8730