Level of Factors impact on the Buyers’ Intention in Buying Private Health Insurance with the Case of Vietnam Non-Life Insurance Companies

The study aims to determine the influence of factors affecting the intention to purchase private health insurance at non-life insurance companies in Vietnam. The samples were surveyed from 500 people from many areas but mostly in Hanoi. The study identified and clarified 5 independent factors affecting the intention to buy private health insurance at non-life health insurance companies in Vietnam. The analysis results show 5 variables: "Past experience", "Perception of service quality of insurance companies", "Perceived behavioral control", "Attitude towards risks and private health insurance ", and the variable "Subjective norms on private health insurance" affect people's intention to buy private health insurance. Several policies have been proposed to increase customers' intention to buy private health insurance at non-life insurance companies from the analysis. To raise customer's intention to purchase private health insurance, the research team recommends non-life insurance company to improve service quality, especially after-sales service, the quality and expertise of staff, and the government to complete policies and legal framework on private health insurance. Moreover, the research team also recommend to renovate the quality of organizing the private health insurance regime and form the basis of the entire population pathology record. Keywords: private health insurance, intention to purchase, non-life insurance company. DOI: 10.7176/EJBM/12-27-06 Publication date:September 30th 202