Explaining the Interest of Participation in Voluntary Social Insurance of Small Retailers in Phuyen Province

The purpose of this research is to apply the theory of planned behavior (TPB) with some extensive variables to explain the interest of participating in voluntary social assurance of small retailers in Phuyen Province. A data set of 323 people is interviewed directly by questionnaires and regression analysis is used to proposed hypotheses. The results showed that the model has a good fit with the data and support of most hypotheses. Specifically, attitudes, family expectations, moral obligation, knowledge and perceived risks have a positive effect on the involvement. In particular, age and income were found to have quadratic non-linear effects of the involvement. Based on the results, practical solutions were suggested to expand the participants of this type in social assurance