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Intention to Purchase Medical and Health Insurance: Application of Theory of Planned Behavior

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The healthcare industry in Malaysia has become one of the most important and developed industries over the past years. The usage of advanced technology and equipment has led to a significantly high cost of medical care. The population is advised to apply for Medical and Health Insurance to aid them with financial security for better treatments and consultations. The purpose of this study is to utilize the Theory of Planned Behavior to predict the intention to purchase Medical and Health Insurance among the graduating students. The objectives of this study are to investigate the factors that influence the populations’ intention and determining the relationship between Theory of Planned Behavior towards the populations’ intention to purchase Medical and Health Insurance. A cross-sectional study was conducted in higher education institutions in Klang Valley. The findings of this study have shown that Attitude and Perceived Benefits have the highest mean score values, hence became the main factors that influence the population’s intention to purchase Medical and Health Insurance. The results also stated that all the variables have a significant relationship with the intention to purchase Medical and Health Insurance except for Perceived Behavioral Intention. The recommendations of the study are: (1) include family members and friends in the decision to purchase, (2) search for more resources and information on Medical and Health Insurance.
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Keywords: Attitude; Intention to Purchase; Perceived Behavioral Control; Subjective Norms

Document Type: Research Article

Affiliations: Faculty of Business and Management, UiTM Selangor, Puncak Alam Campus, 42300, Kuala, Selangor, Malaysia

Publication date: November 1, 2017

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