Level of Determinants Impact on Buyer’s Purchasing Intention in Motor Liability Insurance: Case of Vietnam

Motor liability insurance has been included in the compulsory insurance category that each vehicle owner of every type of motor vehicle must participate in in Vietnam. However, in fact, the participation in this type of insurance is not popular and not strictly managed. This paper presents an approach to modeling and analyzing the possible determinants that may affect the intention to buy motor liability insurance for motor vehicle owners in the North of Vietnam. The target audience of this study is motorcycle owners. Based on the theories of buying intention, buying behavior and the specific characteristics of this insurance, this study has proposed a model with 4 factors influencing intention to participate in the insurance: Attitudes towards risk and insurance, subjective standards, Insurance Perceptions, and Product Accessibility. Taken together, these factors model a consumer's tendency toward insurance intentions for motorbike owners. The results show that all of the above factors have influence on the intention of motorcycle owners to participate in insurance. Keywords: Motor liability insurance, Buying intention, Purchase decision DOI: 10.7176/EJBM/13-8-11 Publication date: April 30 th 2021