Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust
The COVID-19 pandemic has heightened public awareness regarding the importance of health insurance. Several factors influencing the choice of an insurance brand include the plan value, agent characteristics, referrals, and consumer trust. Over the past five years, the use of influencers has expande...
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| Format: | Article |
| Language: | English |
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Vilnius University Press
2024-05-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.zurnalai.vu.lt/omee/article/view/33973 |
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| _version_ | 1825197185569914880 |
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| author | Agatha Jane Kristabel Serli Wijaya Ferry Jaolis |
| author_facet | Agatha Jane Kristabel Serli Wijaya Ferry Jaolis |
| author_sort | Agatha Jane Kristabel |
| collection | DOAJ |
| description |
The COVID-19 pandemic has heightened public awareness regarding the importance of health insurance. Several factors influencing the choice of an insurance brand include the plan value, agent characteristics, referrals, and consumer trust. Over the past five years, the use of influencers has expanded as they are believed to influence consumer intentions to purchase insurance services. Primary data was collected through a survey of 181 respondents who did not have an insurance policy but had seen the content of the insurance company’s marketing communications presented by influencers. Using SEM-PLS to analyze the primary data, the study found that agent characteristics and influencer credibility directly affect an insurance brand’s consumer trust and purchase intention. Meanwhile, referrals have a significant direct effect on consumer trust but not directly on purchase intention. Conversely, the plan value offered by insurance companies directly affects purchase intention but has no direct influence on consumer trust. Despite finding that consumer trust was insignificant in mediating the effect of referrals, agent characteristics, plan values, and influencer credibility on purchase intention, this study validates the role of agent characteristics, plan values, and influencer credibility in influencing consumer’s intention to purchase insurance products.
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| format | Article |
| id | doaj-art-a5d33e47a7804733ac16792a6543edc3 |
| institution | Kabale University |
| issn | 2029-4581 2345-0037 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj-art-a5d33e47a7804733ac16792a6543edc32025-02-11T18:16:42ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372024-05-01151(30)10.15388/omee.2024.15.3Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and TrustAgatha Jane Kristabel0Serli Wijaya1https://orcid.org/0000-0003-3988-3157Ferry Jaolis2School of Business and Management Petra Christian University IndonesiaSchool of Business and Management Petra Christian University IndonesiaSchool of Business and Management Petra Christian University Indonesia The COVID-19 pandemic has heightened public awareness regarding the importance of health insurance. Several factors influencing the choice of an insurance brand include the plan value, agent characteristics, referrals, and consumer trust. Over the past five years, the use of influencers has expanded as they are believed to influence consumer intentions to purchase insurance services. Primary data was collected through a survey of 181 respondents who did not have an insurance policy but had seen the content of the insurance company’s marketing communications presented by influencers. Using SEM-PLS to analyze the primary data, the study found that agent characteristics and influencer credibility directly affect an insurance brand’s consumer trust and purchase intention. Meanwhile, referrals have a significant direct effect on consumer trust but not directly on purchase intention. Conversely, the plan value offered by insurance companies directly affects purchase intention but has no direct influence on consumer trust. Despite finding that consumer trust was insignificant in mediating the effect of referrals, agent characteristics, plan values, and influencer credibility on purchase intention, this study validates the role of agent characteristics, plan values, and influencer credibility in influencing consumer’s intention to purchase insurance products. https://www.zurnalai.vu.lt/omee/article/view/33973Agent CharacteristicsInsurance Purchase IntentionInfluencer CredibilityPlan ValueConsumer TrustReferral |
| spellingShingle | Agatha Jane Kristabel Serli Wijaya Ferry Jaolis Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust Organizations and Markets in Emerging Economies Agent Characteristics Insurance Purchase Intention Influencer Credibility Plan Value Consumer Trust Referral |
| title | Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust |
| title_full | Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust |
| title_fullStr | Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust |
| title_full_unstemmed | Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust |
| title_short | Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust |
| title_sort | post covid insurance purchase intention the roles of referral agent characteristics influencer credibility plan value and trust |
| topic | Agent Characteristics Insurance Purchase Intention Influencer Credibility Plan Value Consumer Trust Referral |
| url | https://www.zurnalai.vu.lt/omee/article/view/33973 |
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