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Digital Consumer Behavior and InsurTech Adoption Influencing Life Insurance Purchasing Decisions |
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| รหัสดีโอไอ | |
| Creator | Pakkamon Phokatirakul |
| Title | Digital Consumer Behavior and InsurTech Adoption Influencing Life Insurance Purchasing Decisions |
| Contributor | Thanyamas Upariputti, Opad Meechao, Santi Ditsathaporncharoen, Rangsirat Raritapat |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2569 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 116-133 |
| Keyword | Digital Consumer Behavior, InsurTech Adoption, Life Insurance Purchasing |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/18314 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| 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%. |
