Predicting the Intention and Purchase of Health Insurance Among Malaysian Working Adults

Abstract

This study explored the effects of insurance literacy, perceived usefulness, attitude toward health insurance, subjective norm, and perceived behavioral control on the intention to purchase and the actual purchase of health insurance among working adults in Malaysia. This quantitative study adopted the cross-sectional design with data gathered from 1,308 working adults through a Google form link shared in social media. Upon analysis, the outcomes revealed that insurance literacy, perceived usefulness, attitude toward health insurance, subjective norm, and perceived behavioral control exerted a significantly positive effect on the intention to purchase health insurance. Intention to purchase health insurance exhibited a significantly positive impact on actual purchase of health insurance. Empirically, intention to purchase health insurance yielded a significantly positive mediating effect. Based on the multi-group analysis (MGA), the perceived behavioral control was significantly stronger among rural respondents than urban respondents, as well as among respondents with a bachelor degree than those with secondary school certificate. Referring to the retrieved empirical outputs, financial and health management policymakers, as well as insurance companies in Malaysia should concentrate more on the positive attributes of health insurance in order to improve the attitude of Malaysian working adults toward insurance and insurance literacy.

Factors Affecting Payment Compliance of the Indonesia National Health Insurance Participants

“… 37 According to Mamun et al, intention is a predictor of someone subscribing to health insurance. 38 This is in line with the results of this study that intention is a predictor of someone to comply with paying health insurance premiums.…”

“…This finding is also different from other researchers, who say that the benefits of health insurance, attitudes, subjective norms and perceived behavioral control are the determinants of customer intentions to buy health insurance. 38 This finding is also different from the findings of Aprianti who said factors which are related to someone’s intention to consume iron tablets in young women are perceived threats, perceived benefits, perceived barriers and perceived self-efficacy. 39 …”

Formation mechanism of residents' intention to purchase commercial health insurance: the moderating effect of environmental pollution perception

“…Residents' purchase of commercial health insurance is a type of consumer purchasing decision, and there is an influence mechanism similar to that for general purchase behavior. Many studies have explored the influencing factors of commercial health insurance demand (Atinga et al 2015;Mamun et al 2021;Abdel Fattah et al 2021). The existing literature mainly focuses on three aspects: demographic characteristics, and subjective and objective influencing factors.…”

Motivations And Barriers to Purchase Health Insurance: A qualitative study

“…Study results from [5] revealed that perceived usefulness and perceived risk were the key factors in determining attitudes towards the intention to purchase health insurance. According to [6] in their quantitative study, the results showed that perceived usefulness, insurance literacy, subjective norm, attitude towards health insurance, and perceived behavioural control had a significant positive influence on the intention to purchase health insurance.…”