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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/88307bcfc859-cdc3-487a-9597-4b623202495b
fd803c14-0948-4a68-9c3c-d860c02c2abf
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Thesis | ||||||
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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. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr.Yan Yan Myo Naing |