Title: An analysis of the variables influencing insurance purchase behaviour: an extension of planned behaviour theory

Authors: Nimesh P. Bhojak; Ashwin Modi; Mohammadali Momin

Addresses: Department of Hospital Management, Hemchandracharya North Gujarat University, Patan, India ' Department of Commerce and Management, Hemchandracharya North Gujarat University Patan, India ' Faculty of Commerce, Veer Narmad South Gujarat University, Surat, India

Abstract: The study explored the utility of the theory of planned behaviour by adding the factors such as risk of health illness, availability of health infrastructure, and health insurance literacy to measure the purchase intention of health insurance. The quantitative study adopted the cross-sectional design with data gathered from 400 Indian respondents using the convenience sampling method. The measurement model and the structural equation model were used to measure the purchase intention. The data were analysed using SPSS-AMOS. Overall, attitude has a strong influence, and the risk of health Illness has a weak association with purchase intention. A strong association between attitude and PCB were evident across the purchase intention of health insurance. The study has made a significant contribution to both the literature and the factors that influence the purchase of health insurance by adding other constructs to the theory of planned behaviour and proposing the extended TPB model.

Keywords: health management; healthcare service; health policy; health promotion; public health; qualitative research.

DOI: 10.1504/IJBIR.2025.145595

International Journal of Business Innovation and Research, 2025 Vol.36 No.4, pp.447 - 464

Received: 15 Dec 2021
Accepted: 09 Apr 2022
Published online: 09 Apr 2025 *

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