Purchasing Behavior, Problem Condition, Motivation and Satisfaction Towards Purchasing Online Motor Insurance

Abstract

          The objective of this research was to study purchasing behavior, problem conditions, motivation, and satisfaction towards purchasing online motor insurance. With the growing popularity of online platforms, consumer preferences and decision-making processes in the digital insurance sector have become an important area of study. This research employed a quantitative approach using a survey method to collect data through a one-time measurement. The study focused on a population comprising customers and the general public who own and use cars in Chonburi Province, with a sample size of 400 respondents. The sampling methods consisted of purposive sampling, quota sampling, and accidental sampling to ensure a diverse and representative sample. The statistical methods used for data analysis were Chi-Square and F-Test/One-Way ANOVA.

          The findings revealed that most respondents were female, aged between 31-40 years old, held a bachelor's degree, and were self-employed or engaged in trading. Their average monthly income ranged from 20,001 to 30,000 Baht. The majority of respondents expressed interest in purchasing online motor insurance from Muang Thai Insurance Public Company Limited, with first-class insurance coverage being the most preferred option due to its comprehensive protection. The study also found that respondents valued the convenience, ease of access, and competitive pricing of online motor insurance. However, some respondents reported concerns regarding claim processing, policy transparency, and the lack of direct communication with insurance agents and the hypothesis testing results showed that: 1. Respondents with different income levels did not exhibit significant differences in their choice of online motor insurance providers, 2. Respondents of different age groups experienced varying problem conditions when purchasing motor insurance online, particularly regarding trust in online transactions and policy comprehension, 3. Respondents with different income levels did not show significant differences in their rational motivation for choosing a particular type of online motor insurance, suggesting that factors such as affordability and coverage benefits played a uniform role across income groups and,  4. Respondents of different age groups exhibited varying levels of satisfaction with purchasing motor insurance online, with younger consumers generally displaying higher satisfaction due to their familiarity with digital platforms, while older consumers expressed concerns regarding usability and service reliability.