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

Copyright © 2020 The Authors. Published by Atlantis Press SARL. This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 439 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.