ทัศนคติของผู้เอาประกันชีวิตในอำเภอเมืองเชียงใหม่ต่อผลิตภัณฑ์ประกันชีวิตยูนิตลิงค์

Abstract

This independent study aimed to explore attitude of life insurers in Mueang Chiang Mai district towards Unit-linked Insurance products. Research population was identified, according to the convenience sampling method, to 300 life insurers in Mueang Chiang Mai district. Data obtained were, then, analyzed by the descriptive statistic, including frequency, percentage and mean. The findings presented that the majority of respondents was female in the age of 31-40 years old, single, graduated in Bachelor’s degree, worked as merchandiser/business owner, and earned monthly income at the amount of 10,001-30,000 Baht. Most of them carried savings type of life insurance and had never known about Unit-linked insurance products. The results of the study on cognitive approach suggested that cognition of the respondents was ranked at the highest level. The aspect that was ranked at the highest level of cognition was the structure of insurance premiums, which was divided into 2 portions: insurance coverage and investment. The aspect that was ranked at the lowest level of cognition was the fact that an insurer owned the rights to select his/her preferable mutual funds. The results of the study on opinion approach presented that their opinions towards Unit-linked insurance products were ranked at agree level. The highest level of opinion was the fact that the fame and the reliability of mutual funds highly affected the decision to apply for Unit-linked insurance products. The lowest level of opinion was the limitation on minimum and maximum age ranges of insurers. The results of the study on behavioral approach presented that the highest mean value was found in the aspect saying that the decision to purchase Unit-linked insurance products was under consideration. Source of information to learn more about the product was the Internet. For those who had known about the Unit-linked insurance products, they planned to purchase the product within a year of interview and within the budget of less than 40,000 Baht per year. They accepted the risk at moderate level with slightly flexibility. They selected mutual funds and allocated investment portions according to the advice of the insurance company. They would recommend the Unit-linked insurance product to acquaintance.