ความตระหนักเรื่องสุขภาพและทัศนคติที่ส่งผลต่อความตั้งใจซื้อประกันสุขภาพ ของผู้บริโภคในกรุงเทพมหานคร

Saranyapong Thiangtam

doi:10.14456/mjba.2022.2

Authors

Saranyapong Thiangtam Marketing Department, School of Business Administration, Bangkok University

DOI:

https://doi.org/10.14456/mjba.2022.2

Keywords:

Attitude towards health insurance, Health consciousness, Intention to purchase

Abstract

This research aims to study the influence of health consciousness and attitude towards health insurance on intention to purchase health insurance of consumers in Bangkok by analyzing gender as the moderating variable. Research population are Bangkok consumers who purchased or interested in health insurance policies. Convenience sampling is applied to select 200 samples, Questionnaire is applied for both validity and reliability, with Cronbach reliability alpha ranged at .75-.78, was used as the tool in collecting data. Descriptive statistics and multiple regression analysis (MRA) are utilized in data analysis and hypothesis testing at .05 significance level. The results find that the samples are men equal to women, aged 36 – 45 with bachelor's degree, working as employees in private organization and earning the average monthly personal income of 45,001 baht or above. Health consciousness and attitude towards health insurance of the respondents are likely high, The intention to purchase health insurance is high. The results of hypothesis testing indicate that health consciousness and attitude towards health insurance mutually explain 12 percent of variance of consumer intention to purchase health insurance. Gender moderates the relationship between two independent variables and purchase intention by increasing both beta coefficients and multiple determination coefficient values. Specific target market selection and marketing communication strategies to health-consciousness are recommended.

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