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Decision to buy products
Summary of PhD thesis in Banking and Finance: Studying the factors affecting the decision to buy life insurance products in VietnamThrough the theoretical basis, the thesis identifies the factors affecting the decision to buy life insurance from the perspective of general buying behavior then has reference, adjustment and details of specific factors. in the field of life insurance in particular based on some recent case studies. Accordingly, the independent variables included in the model include: the level of accepting financial risks; feel the product benefits; awareness of future risks; attitude towards life insurance buying behavior; factors belonging to subjective norms; Factors of behavioral control awareness include: product knowledge and accessibility. The model consists of 3 dependent variables: attitude, intention and decision (behavior) to buy life insurance.
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