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FACTORS AFFECTING THE RETIREMENT SAVING PLAN PURCHASE BEHAVIOR: A CONCEPTUAL MODEL FOR THAI CONSUMERS |
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| รหัสดีโอไอ | |
| Creator | Suchanya Saichana |
| Title | FACTORS AFFECTING THE RETIREMENT SAVING PLAN PURCHASE BEHAVIOR: A CONCEPTUAL MODEL FOR THAI CONSUMERS |
| Contributor | Thirarut Worapishet |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2559 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 30-41 |
| Keyword | Retirement Saving Plan, Attitude toward Retirement Saving Plan, Attitude toward Salesperson, Subjective Norm, Purchase Intention |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | In this article, we examine factors that affect consumer attitudes and purchase intention toward retirement saving plan. Using factors identified from a focus group interview of existing customers and Theory of Reasoned Action as the conceptual framework, it is posited that intention to buy a retirement saving plan is determined by two attitudes (attitude toward the product and attitude toward the salesperson) and subjective norm. Attitude toward the product is determined by perceived benefits of the product (i.e., tax benefit, amount of annuity, length of annuity, life protection) and perceived disadvantages (i.e., low return, long-term commitment). Attitude toward the salesperson is determined by perceptions about the salesperson (i.e., expertise, empathy, likeability, trustworthiness). Finally, subjective norm is influenced by perceived approval or support of important others (i.e., parents, spouse/boyfriend-girlfriend,friends/ colleagues).The theoretical contribution, managerial implications, and limitations and future research direction are also discussed. |
