Factors Associated with Life Insurance Purchasing Behaviors of Customer of FWD Life Insurance Public Company Limited in Bangkok and Metropolitan Area

Abstract

This article aims were to study 1) life insurance buying behaviors of customer of FWD Life Insurance Public Company Limited in Bangkok and Metropolitan Area. 2) the relation between the personal factors with life insurance purchasing behaviors of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. And 3) the relation between motivational factors and trust factors with life insurance purchasing behaviors of customer of FWD Life Insurance public company limited in Bangkok and metropolitan area. The data collected by questionnaires, testing with 389 persons who customer’s purchasing life insurance of FWD Life Insurance public company limited in Bangkok and metropolitan area. The research sampling was systematic random sampling. The reliability value was 0.935 of the questionnaires. The statistical analyzed data were percentage, mean, standard deviation, chi-square test and multiple linear regression.

Results of the research showed that 1) Overall, the customer’s purchasing behaviors to life insurance of FWD Life Insurance public company limited in Bangkok and metropolitan area at the moderately level, the life insurance purchasing motivational factors was at a high level and the trust factors was at the moderately level. 2) the personal factors; gender and age had relation significantly with the customer’s purchasing behaviors to life insurance of FWD Life Insurance public company limited in Bangkok and metropolitan area at the level of 0.05 statistical. And 3) The motivational factors; the social aspects had relation with the customer’s purchasing behaviors to life insurance of FWD Life Insurance public company limited in Bangkok and metropolitan area at 0.05 significant statistical.