FACTOR OF INSURANCE AGENT CHARACTERISTICS AFFECTING CUSTOMER TRUST AND INTENTION TO PURCHASE OF LIFE INSURANCE IN CHONBURI PROVINCE

Abstract

This research aimed to compare based on trust and purchase intent classified by demographic characteristics and test the influence of affiliate characteristics on trust and purchase intention of life insurance customers in Chonburi. The sample groups were 400 people in Chonburi province who hold all types of life insurance policies. The statistics used for data analysis were mean, standard deviation. Take the t-value test one-way analysis of variance dual classification test and use the forecasting equations by analyzing multiple regression. The results of the study found that customers with different personal factors including gender, age, education level and monthly income were statistically significant different in trust and purchase intentions at .05. Sales agent qualifications affect the trust and purchase intentions of life insurance customers in Chonburi province. Overall is at a high level. With an average of 3.71.