Needs, Attitudes, and Corporate Image Influencing Purchasing Decision Making on Health Insurance of Consumers

Abstract

     This research aimed to examine the effects of consumers’ needs, attitudes, and corporate image on their decision to purchase health insurance. This study employed a quantitative research approach, collecting data through a cross-sectional survey. The sample consisted of 400 male and female respondents aged 20 years and above who were interested in health insurance, including both insured and uninsured individuals residing in Chonburi Province. The sampling methods included simple random sampling, quota sampling, and convenience sampling. The statistical techniques used for data analysis were Chi-square, One-way ANOVA, and Simple Linear Regression.

     The results revealed that the majority of respondents were female, aged between 35–45 years, held a bachelor’s degree, worked as private company employees, and had a monthly income of 15,001–20,000 baht. In terms of health insurance needs, the aspect of information dissemination was rated the highest. Regarding attitudes toward health insurance, respondents most strongly agreed that purchasing health insurance is a smart financial planning strategy to cope with future health risks. In terms of purchasing decisions, the corporate brand was the most influential factor. Additionally, in terms of corporate image perception, the personnel aspect received the highest rating.

     The hypothesis testing results indicated that consumers with different demographic characteristics—such as gender, age, education level, occupation, monthly income, marital status, and type of health insurance—had significantly different needs for health insurance, including coverage, insurance agents, access to medical services, information dissemination, and health risk management. They also exhibited different attitudes and purchasing decisions regarding health insurance, including aspects related to insurance plans, premiums, agents, corporate brand, and advertising and public relations. Furthermore, corporate image was found to significantly influence consumers’ health insurance purchasing decisions. Among these factors, advertising and public relations had the strongest influence (b = 0.529), followed by insurance premiums (b = 0.162) and corporate brand (b = 0.126).