A Study on Factors Affecting Intentions to Purchase Life Insurance through Bancassurance Channel in Vietnam

Abstract

The article aims to assess the factors affecting the intention to purchase life insurance through Bancassurance channel of individual customers in Vietnam. Research data was collected from 605 individual customers using Bancassurance services at commercial banks in Vietnam today. The study has proposed 3 main factors affecting the intention to purchase life insurance through Bancassurance, including: (i) Perception of behavior control, (ii) Subjective norms, (iii) Trust in bank employees. The results of this research are the basis to propose a number of solutions for managers in the field of banking and insurance cooperation to effectively use the Bancassurance distribution channel.