An Empirical Study Of The Key Factors Affecting Consumers' Purchase Decision On Life Insurance

Factors affecting the intention and premium of purchasing life insurance are investigated in this paper. Results of factor analysis and structure equation model indicate that the extent of worrying about future, economical condition, cognition about life insurance and adventure activities preference have significant positive effects on the intention of purchasing life insurance; economical condition has significant positive effect on the premium of purchasing life insurance; health status has significant negative effect on the premium of purchasing life insurance. Among these factors, Cognition about life insurance has the biggest effect on the intention of purchasing life insurance; economical condition has the biggest effect on the premium of purchasing life insurance. Based on the theoretical results, there are some credible marketing policies for life insurance trade.