The Effect Of Customers’ Attitude On General Insurance Purchase Intention In The Insurance Sector In Addis Ababa, Ethiopia
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Date
2018-10-12
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Addis Ababa University
Abstract
The main objective of the study is to investigate the effect of customers’ attitude on general
insurance purchase intention in Addis Ababa, Ethiopia. In this research, customers of
general insurance service were targeted as the population while Cognition, Emotional
Affect, and Subjective Norm were taken as predicting variables towards Purchase Intention
as dependent variable. The researcher used questionnaire written both in Amharic and
English to collect relevant data for the research questions from 423 sample respondents of
five insurance companies which were selected using convenience sampling. From the total
questionnaires distributed, 386 were considered valid for analysis. The analysis was
performed using frequency, mean, standard deviation, correlation and regression by means
of SPSS software. Then the collected data were analyzed and interpreted. And the findings
of the study reveal that all the independent variables: Cognition, Emotional Affect, and
Subjective Norm have a positive and significant effect on purchase intention. Pearson
correlation and multiple regression analysis were used to examine the relationship between
the independent variables and Purchase Intention using SPSS version 20.0 and the findings
showed that all the independent variables have a positive and significant effect on Purchase
Intention. Thus insurance companies should give due emphasis to address these elements for
increment of their volume of customers.
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Keywords
Purchase Intention, Cognition, Emotional Affect