2026-08-09T16:29:21Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012991 2026-08-04T06:29:30Z 1582963436320 1582963436320:1698989841255

Factors Affecting Purchase Intention and Purchase Decision Towards One Health Solution of AIA Myanmar Insurance (Khin Thida Tun, 2026) Khin Thida Tun ABSTRACT The objectives of this study are to examine the variables influencing purchase intention toward AIA Myanmar Insurance's one health solution as well as the impact of buy intention on decision to purchase. Using simple random sampling, 393 One Health Solution clients of AIA Myanmar Insurance are chosen as the sample for this quantitative study. The data is analyzed using multiple linear regression analysis and correlation analysis. As influencing factors, this study examines attitudes toward insurance, subjective norms, perceived behavioral control, financial stability and income level, trust in the insurance provider, and knowledge of the benefits of insurance. The study finds that purchase intention toward one health solution of AIA Myanmar Insurance is positively and statistically significantly impacted by subjective norms, perceived behavioral control, financial stability and income level, trust in the insurance provider, and knowledge of the benefits of insurance. The most important factor influencing purchasing intention among these important factors is subjective norms. The findings also indicate that purchase intention has a positive and statistically significant effect on purchase decision towards one health solution of AIA Myanmar Insurance. To enhance purchase intention and purchase decision towards one health solution of AIA Myanmar Insurance, AYA Bank PCL should continue to promote insurance benefits through social media, the company website, and pamphlets; simplify and support the purchase process; provide flexible payment options with clear guidance; constantly maintain dependable services, financial strength, and integrity to reinforce purchase decisions; and strengthen strategies to involve family, peers, and community support in order to increase purchase intention and decision towards one health solution of AIA Myanmar Insurance. 2026-02-01 https://meral.edu.mm/records/12991