FACTORS INFLUENCING HEALTH INSURANCE PURCHASING OF CONSUMERS IN THAILAND

Abstract

     This study explores the factors influencing health insurance purchasing of consumers in Thailand. The purposes are to compare the differences of purchasing decision levels classified by demographic and to study the factors in the marketing mix that influences the consumers to purchase health insurance in Thailand. The samples consist of 400 participants who currently hold active health insurance and live in Thailand. This research is quantitative research with the questionnaires that passed the try out of reliability check at a level of 0.929. Data analysis was performed with both descriptive and inferential statistics. The descriptive statistics in this study involved frequency, percentage, mean, and standard deviation. In addition to that, the inferential statistics includes independent T-test, one-way ANOVA, and multiple linear regression analysis.

     The study revealed that the consumers in Thailand with different ages had chosen and purchased different health insurance in annual payment of insurance premium. The consumers with different income had chosen and purchased health insurance in different premium payment methods and sum insured. Thus, product factor in marketing mix has the impact on consumers in Thailand in a single premium of insurance purchasing. Similarly, distribution channels and promotion factors influence the consumers on sum insured.