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http://dx.doi.org/10.15207/JKCS.2018.9.5.157

Consumer's Satisfaction of Insurance Consumption: Focusing on Self-determination Theory  

Sim, Hyeon Jeong (Mirae Asset Retirement Institute)
Kim, Minjung (Research Institute of Human Ecology, Seoul National University)
Choe, Hyuncha (Dept. of Consumer Studies, Seoul National University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.5, 2018 , pp. 157-169 More about this Journal
Abstract
The purpose of this study is to investigate the effect of voluntary purchasing motives on insurance consumer satisfaction. The purpose of this study is to investigate the direct and indirect effects of insurance consumption satisfaction including psychological needs of consumers that induce voluntary purchase motivation based on psychological self-determinism theory. The research hypotheses and models were verified through structural equation analysis using online surveys of 1,225 insurance consumers. As a result of the study, the satisfaction of insurance consumption is increased when purchasing by voluntary purchase motive, in which consumers perceive the necessity of purchasing themselves. The positive perception of insurance consumption autonomy and insurance consumption environment increases the motivation to purchase voluntarily, Respectively. Through this study, it is suggested that excessive marketing of insurance companies and self-confidence of insurance consumers may hinder insurance consumption satisfaction and education of consumption attitudes of financial consumers to raise awareness of autonomous rights and responsibilities of insurance consumers.
Keywords
Consumer's satisfaction of insurance; Self-determination Theory; Self-determination motive; Autonomy; Competence; Environmental perception;
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