购买健康保险的计划行为

IF 0.4 Q4 MANAGEMENT
R. Brahmana, Ritzky Karina M.R. Brahmana, G. Memarista
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引用次数: 21

摘要

本研究旨在探讨为什么在印度尼西亚有低的保险购买。研究框架采用计划行为理论探讨印尼人的保险购买意愿行为。此外,本研究引入健康价值作为保险购买态度与保险购买意愿关系的调节变量。我们以印度尼西亚5个大城市的311名投保人为样本。结果表明,感知风险和感知有用性在健康保险购买意向态度中起重要作用。我们的研究结果也显示健康价值在解释健康保险购买上有显著的贡献。本研究通过在健康保险研究中引入计划行为理论,为知识体系做出了贡献。此外,本研究建议决策者或保险公司如何衡量影响人们购买健康保险的心理因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Planned Behaviour in Purchasing Health Insurance
This research aims to investigate why there is low insurance purchasing in Indonesia. The research framework adopts the theory of planned behaviour in exploring the insurance purchase intention behaviour of Indonesians. Furthermore, this research introduces health value as the moderating variable on the relationship between attitude towards insurance purchasing and the intention to purchase insurance. We take 311 insurance holders from five Indonesian big cities as the sample. The results show that perceived risk and perceived usefulness play important roles in the attitude towards the intention to purchase health insurance. Our findings also show that health value contributes significantly in explaining health insurance purchasing. This research contributes to the body of knowledge by introducing the theory of planned behaviour in health insurance research. Moreover, this research suggests to policymakers or insurance companies how to gauge psychological factors in terms of influencing people to purchase health insurance.
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