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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

Factors Affecting Life Insurance Buying Behaviors Towards AIA Myanmar Life Insurance Company Limited (Min Htet Oo, 2022)

https://meral.edu.mm/records/8830
https://meral.edu.mm/records/8830
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fd803c14-0948-4a68-9c3c-d860c02c2abf
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MIN MIN HTET OO MBA II - 46 MBA 25th BATCH.pdf (1.8 MB)
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Title
Title Factors Affecting Life Insurance Buying Behaviors Towards AIA Myanmar Life Insurance Company Limited (Min Htet Oo, 2022)
Language en
Publication date 2022-12-01
Authors
Min Htet Oo
Description
The objectives of this study are to analyze the factors affecting reliable promises towards
life insurance, to analyze the factors affecting swift claim towards life insurance, to
analyze the factors affecting reputation of the company towards life insurance, to analyze
the factors affecting competency of financial services consultants towards life insurance
and to investigate the effect of buying behaviors on the behavioral intention of life
insurance. This study employs structured questionnaires with 5-point Likert scale rating
and simple random sampling method. The online survey is conducted to collect data from
363 life insurance buyers. Among five influencing factors of buying behaviors towards
AIA Myanmar life insurance, attitude towards life insurance is positively significant but
perceived usefulness is negatively significant with reliable promise. The regression
results revealed that insurance literacy and attitude towards life insurance are positively
significant with swift claim process. However, perceived usefulness is negatively
significant in swift claim. Perceived behavioral control is negatively significant with the
reputation of the company. Attitude towards life insurance and perceived behavioral
control are positively significant but subjective norm is negatively significant with the
competency of the financial services consultants. In order to nurture the reliable promise
towards buying behaviors, AIA Myanmar should inject the intrinsic value of life
insurance rather than tax exemption product within the perception of AIA members for
perceived usefulness.
Thesis/dissertations
Yangon University of Economics
Dr.Yan Yan Myo Naing
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