An Empirical Study Of Factors Influencing Consumer Purchase Intention Of Critical Illness Insurance In Malaysia
| dc.contributor.author | Ken Ong, Kean Teik | |
| dc.date.accessioned | 2016-09-19T07:05:30Z | |
| dc.date.available | 2016-09-19T07:05:30Z | |
| dc.date.issued | 2015 | |
| dc.description.abstract | Critical illness threatening Malaysia and the world on an increasing trend, getting individual to have sufficient critical illness insurance protection to avoid financial difficult is still a big challenge. This contemporary research is to measure factors influencing the purchase intention of critical illness insurance in Malaysia. Based on the consumer behaviour framework of Theory of Planned Behaviour, the model has included brand attitude, product type, sales promotion, subjective norm, and perceived price to measure the purchase intention of critical illness insurance product. A self-administered questionnaire was designed and distributed with 206 respondents received. Statistical Package for Social Sciences (SPSS) and Smart Partial Least Square (PLS) were used to analyse the data. Result indicated that product type, sales promotion, subjective norm was significantly influenced consumer purchase intention of critical illness insurance where brand attitude and perceived price do not. The findings would be beneficial to the critical illness insurance provider to better penetrate the market through greater insight of consumer purchase intention of critical illness insurance in Malaysia market. This research would also prepare the law maker and foreign insurance provider to formulate strategies for potential future liberalisation of insurance industry business environment. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2527 | |
| dc.subject | Factors Influencing Consumer Purchase | en_US |
| dc.subject | Critical Illness Insurance | en_US |
| dc.title | An Empirical Study Of Factors Influencing Consumer Purchase Intention Of Critical Illness Insurance In Malaysia | en_US |
| dc.type | Thesis | en_US |
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