Digital Consumer Behavior and InsurTech Adoption Influencing Life Insurance Purchasing Decisions

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บทความที่ 8
Published: Jun 29, 2026
DOI: https://doi.org/10.14456/jmsnpru.2026.8
Keywords:
Digital Consumer Behavior InsurTech Adoption Life Insurance Purchasing

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Pakkamon Phokatirakul
Rattanakosin College of Innovation Management, Nakhon Pathom, Thailand
Thanyamas Upariputti
Faculty of Science, Mahidol University, Bangkok, Thailand
Opad Meechao
Independent Scholar, Bangkok, Thailand
Santi Ditsathaporncharoen
Department of Logistics Management, Faculty of Management Sciences, Nakhon Pathom Rajabhat University, Nakhon Pathom, Thailand
Rangsirat Raritapat
Department of Marketing, Faculty of Management Sciences, Nakhon Pathom Rajabhat University, Nakhon Pathom, Thailand

Abstract

      This research aimed to 1) study the levels of digital consumer behavior, InsurTech adoption, and the life insurance purchasing decision process; 2) study the influence of digital consumer behavior on InsurTech adoption; and 3) study the influence of digital consumer behavior and InsurTech adoption on life insurance purchasing decisions. This quantitative study utilized an online questionnaire to collect data from a sample of 450 respondents, equally proportioned among Generations X, Y, and Z. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) through path analysis.
      The findings revealed that 1) digital consumer behavior, InsurTech adoption, and life insurance purchasing decisions were all at a high level, with mean scores of 3.61, 3.61, and 3.60, respectively. The path analysis results demonstrated that 2) InsurTech adoption was directly and significantly influenced by digital consumer behavior (DE=0.770), with a predictive power of 59.20%; and 3) The decision to purchase life insurance is subject to a statistically significant direct effect (DE=0.372) and indirect effect (IE=0.432) from digital consumer behavior, alongside a direct effect (DE=0.562) from the adoption and utilization of insurance technology. The predictive power of these variables is 77.60%.
 
Article history: Received 2 January 2026        
                            Revised 8 February 2026              
                            Accepted 9 March 2026          
                            SIMILARITY INDEX = 0.41 % 

Article Details

How to Cite
Phokatirakul, P., Upariputti, T., Meechao, O., Ditsathaporncharoen, S., & Raritapat, R. (2026). Digital Consumer Behavior and InsurTech Adoption Influencing Life Insurance Purchasing Decisions. Journal of Management Science Nakhon Pathom Rajabhat University, 13(1), 116–133. https://doi.org/10.14456/jmsnpru.2026.8
Issue
Vol. 13 No. 1 (2026): January-June 2026
Section
Research Articles
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