Variable

Consumption of life
insurance

Item

Sources

Purchasing life insurance is a must in

my life cycle to prevent emergency.
I believed that the purchase of life
insurance would benefit my future.
Consumers are not necessary to
consume the life insurance.
I think that life insurance is a fraud.

KC Chang, SC Lim, SM
Tan, MT Wong. (2013)

If I have a good economic condition, I

will purchase a better life insurance.
Demographic factor

Life insurance is important in all

group of age.
When age increase, health status are more
risky.

Women live longer life than men.

The size of family will influenced my
purchasing decision.

KC Chang, SC Lim, SM
Tan, MT Wong. (2013)

The family members who are still in

school or unemployed will consider as
my burden.
The more children I have, the more I
feel I needed insurance.
Economic Factor

My income is enough for my monthly

spending.
I have a habit of monthly saving.
I am satisfied with my current
income/salary.
My monthly income is proportionally
allocated.

KC Chang, SC Lim, SM
Tan, MT Wong. (2013)

Psychographic
Factor

I regard long-term savings as useful

Planning for the long term is the best
way to proceed in life
For me long-term savings expresses a
sound plan for life

Situational Factor

Matthias Ruefenacht,
Tobias Schlager, Peter
Maas, Pekka Puustinen
(2015)

Family and friends would think it is a

good idea to save for the long term
Family and friends have advised me to
save for the long term
Ads about Life Insurance are relevant
to me

Product Attributes

HuiHui Wang. (2010).

I would like to purchase Life

Insurance when I see my friend was
uncovered by insurance after an
incident.
It prevents financial hardship in case
of death.
I can receive lump sum money in case
of critical illness

Ogenyi Ejye Omar (2007).

It provides same standard of living for

dependents
It considers the importance of death
benefit
I think the agent's reputation is
important

HuiHui Wang. (2010).