Influence of Factors Affecting People 's Life and Health Insurance Purchase Decision-Making Process in Bangkok during Covid 19 Pandemic Situation
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Abstract
The objectives of this research are (1) study demographic characteristics that affect the decision-making process for purchasing life and health insurance for the people of Bangkok during Covid-19 Pandemic Situation. (2) study the influence of factors affecting the decision-making process of purchasing life and health insurance of Bangkok residents during the Covid-19 pandemic situation. (3) develop a causal relationship model of external factors, internal factors, and 4c marketing mix factors that affect the decision-making process of purchasing life and health insurance for Bangkok residents during the Covid-19 pandemic situation. The research design is a mixed method consisting of quantitative and qualitative research. The population used in the quantitative research was a population of 400 people who had purchased life and health insurance in Bangkok by convenience sampling and distributed questionnaires online. The qualitative research used in-depth interviews with 20 life insurance executives and agents. Data were analyzed using descriptive statistics including frequency distribution, percentage, mean, standard deviation and analyzing hypotheses with inferential statistics using the Pearson correlation coefficient, structural equation model analysis and content analysis for qualitative data.
The research results found that (1) the population with different incomes had different decision-making processes for purchasing life insurance and health insurance during the COVID-19 outbreak situation in 2020 – 2021 (p< 0.05), while the population with different ages and incomes had different decision-making processes for purchasing life insurance and health insurance during the COVID-19 outbreak situation in 2022 - October 2023 (p< 0.05). (2) The decision-making process is influenced by the 4C marketing mix factors, internal factors and external factors = 0.554, 0.339, 0.082 (2020 - 2021 outbreak) and 0.681, 0.215, 0.102 (2022 - October 2023 outbreak) respectively (p<0.05). It can be concluded that all 3 factors show a direct and positive influence on the decision-making process for purchasing life insurance and health insurance in the COVID-19 outbreak situation. (3) The relationship model between external factors, internal factors, 4C marketing mix factors, and the decision-making process for purchasing life insurance and health insurance is consistent with empirical data with a chi-square statistic value of 166.134. The relative chi-square statistic is equal to 1.932. The GFI index is equal to 0.953. The AGFI index is equal to 0.926. The RMSEA index is equal to 0.048 (2020 - 2021 outbreak). The chi-square statistic is equal to 169.436. The relative chi-square statistic is equal to 2.092. The GFI index is equal to 0.951. The AGFI index is equal to 0.918 RMSEA value equal to 0.052 (2022 outbreak - October 2023). Predictive coefficient (R2) of the decision-making process for purchasing life insurance and health insurance. (Outbreak 2020 - 2021) is equal to 84% and 88% (Outbreak 2022 - October 2023) or the variables in the model can explain 84% and 88% of the variance in the decision-making process for purchasing life insurance and health insurance.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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