Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019)

Factors Affecting Potential Consumers to Variable Life Insurance: Based on Theory of Planned Behavior

Authors
Song Chen, Linda Lin-Chin Lin, Cheng Te Ma
Corresponding Author
Song Chen
Available Online 20 May 2020.
DOI
https://doi.org/10.2991/assehr.k.200515.076How to use a DOI?
Keywords
variable life insurance, based on theory of planned behavior
Abstract
Houwan is one of the countries with the highest aging index in the world. Therefore, Taiwanese people begin to plan and invest for the future. And low cost, high guarantee and high interest rate become the high quality insurance in the eyes of customers, which has life insurance. Commodities that are guaranteed and funded are becoming popular with the public. Variable life insurance is a dual function policy with both “life insurance guarantee” and ”investment option”. The main focus of this study is the theory of planned behavior. Data is collected by questionnaires. Different demographic variables are explored for potential customers. Descriptive analysis is conducted using SPSS statistical software to explore the demographic variables on purchasing behavior. The factor analysis is then used to extract the data influencing the consumer purchasing behaviors. Multiple regression analysis is also used to explore the various factors that influence the findings. Finally, based on the empirical results, this study will put forward academic implications, purchasing behavior implications and follow-up suggestions.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Song Chen
AU  - Linda Lin-Chin Lin
AU  - Cheng Te Ma
PY  - 2020
DA  - 2020/05/20
TI  - Factors Affecting Potential Consumers to Variable Life Insurance: Based on Theory of Planned Behavior
BT  - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019)
PB  - Atlantis Press
SP  - 439
EP  - 446
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200515.076
DO  - https://doi.org/10.2991/assehr.k.200515.076
ID  - Chen2020
ER  -