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 Engineering, Construction and Architectural Management
Understanding why Chinese contractors are not willing to purchase construction
insurance
Junying Liu, Sen Lin, Yingbin Feng,
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Construction
Understanding why Chinese insurance
contractors are not willing to
purchase construction insurance
Junying Liu and Sen Lin 257
Tianjin University, Tianjin, China, and
Received 16 August 2016
Yingbin Feng Revised 21 October 2016
22 December 2016
School of Computing, Engineering and Mathematics, 24 February 2017
Western Sydney University, South Penrith, Australia Accepted 8 May 2017
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Abstract
Purpose – Construction insurance has been advocated as a useful financial means to transfer risks and
mitigate potential project losses. However, there is a general reluctance to purchase construction insurance in
China. The purpose of this paper is to develop an extended theory of planned behavior (TPB) model to
understand and predict contractors’ construction insurance purchasing intention.
Design/methodology/approach – Quantitative data were collected through a questionnaire survey.
The respondents comprise 130 project directors/managers and contract managers/administrators who were
involved in or familiar with the construction insurance purchasing or managing. Data were analyzed using
structural equation modeling.
Findings – This study developed an extended TPB model to explain the contractors’ intention formation.
The results indicated that the insurance purchasing intention was mainly influenced by attitudes and
subjective norm, rather than perceived behavioral control. The analyses also revealed that the added
variables (risk perception and past experience) had a significant impact on the attitudes and perceived
behavioral control.
Originality/value – This study identified the factors leading to Chinese contractors’ low willingness to
purchase construction insurance by extending the TPB model to the context of construction insurance
purchasing. The extended TPB model may serve as a theoretical framework and basis for the Chinese
contractors, insurers, and regulators to understand the root causes of contractors’ low willingness to purchase
construction insurance and make joint efforts to address the risks and insurance in the construction industry.
Keywords Organization, Risk management, Construction, Questionnaire survey
Paper type Research paper

1. Introduction
Construction projects always confront substantial uncertainties and risks, such as national,
legal, social, economic, manpower, and natural disasters, during project implementation
(Ren and Yao, 2009). Construction industry turns to financial market for viable solutions to
transfer risks. Purchase of construction insurance is considered as an effective way to
transfer the risks and protect the project from major losses. Construction insurance may be
the only feasible way of repaying project stakeholders and ensuring the project is back on
track. The initiatives of risk transfer and insurance purchasing can help to reduce loss to an
acceptable level and contribute to project success (Choy et al., 2006; Christian, 2003;
Hussels et al., 2005; Petrolia et al., 2013).
However, construction insurance was not as effective as expected for some reasons in some
developing countries, especially in China. Contractors, who are the primary stakeholder and
main responsible insurance purchaser, usually purchase insurance just to meet the lowest
requirements of relevant law and contracts, or even do not purchase any insurance to cover the
Engineering, Construction and
risks in the context of Chinese construction industry (Liu et al., 2007). In addition, the Architectural Management
Vol. 25 No. 2, 2018
construction projects may not be effectively protected by construction insurance without pp. 257-272
© Emerald Publishing Limited
0969-9988
This study was supported by the National Natural Science Foundation of China (Grant No. 71202084). DOI 10.1108/ECAM-08-2016-0186
 ECAM extensive knowledge about construction insurance and proper subsequent management, even
25,2 if the contractors purchased enough insurance to cover project risks. Once major accidents
occur, contractors may not get enough compensation from the insurer, which may lead to
major economic loss or even project failure. As can be seen from Table I, the purchase of main
insurance including construction all risks insurance and installation project all risks insurance
only accounted for slightly over 30 percent in China, whilst in the developed countries, the
258 insured rate was more than 90 percent (Li and Li, 2006). Low purchase rate of construction
insurance has serious implications for China and many other developing countries. There is
tremendous room for contractors to improve in transferring risks by construction insurance.
There is an increasing tendency of research on construction insurance. Most previous
studies took the perspective of insurance marketing (Chen and Lu, 2014) or government
mechanism (Guo et al., 2016; McAneney et al., 2016) to find out strategies to stimulate
insurance development, which provides opportunities to understand contractors’ intention or
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behaviors of insurance purchasing (Lee and Back, 2005). However, little research has been
conducted to develop theoretical models to explain why contractors are not willing to
purchase construction insurance. This research was motivated by the need for a theoretical
framework incorporating various aspects of insurance and construction contractors.
While it is hard to know contractors’ intention directly, it is generally believed that the
intention formation process can be a clue to understand their intention to purchase
construction insurance (Lam and Hsu, 2006; Han et al., 2010). Specifically, an investigation of
the underlying volitional and non-volitional factors affecting intention may provide insights
into their purchasing intention formation process (Ajzen and Fishbein, 1980). This study
employed the extended theory of planned behavior (TPB) (Ajzen and Fishbein, 2004) to gain
a better understanding of contractors’ intention on construction insurance purchasing.
The objectives of this study are: to identify the factors influencing contractors’ intention of
purchasing construction insurance based on the extended TPB; to investigate the
interrelationships among these factors using confirmatory factor analysis (CFA); and to
explain how these factors affect contractors’ willingness to purchase insurance.
This paper begins with extending the TPB based on the exact conditions of construction
insurance by adding two domain-specific variables, i.e., risk perception and past experience.
The paper then develops an initial insurance purchasing intention model based on the
extended TPB. Structural equation modeling (SEM) was used to analyze the data collected
from a questionnaire survey. Finally, major findings are discussed and further research
directions are provided.

2. Literature review and conceptual framework

2.1 TPB
The TPB, an extension model of the theory of reasoned action (Ajzen, 1985, 1991; Ajzen and
Sheikh, 2013), is one of the most widely cited models for predicting behavioral intentions by

Types of insurance Insured Not insured Do not know the insurance

Construction all risks insurance 34 37.5 27.5

Installation project all risks insurance 32.5 47.5 20
Employers’ liability insurance 10 42.5 47.5
Personal insurance 75 15 10
Table I. Professional liability insurance 17.5 45 37.5
Construction Project quality risk insurance 7.5 67.5 25
insurance status Insurance of mechanical equipment loss of profit 2.5 55 42.5
in China Source: Construction Engineering Safety and Insurance Status Survey (2011)
 social psychologists (Collins and Carey, 2007; Fielding et al., 2008; Cheon et al., 2012; Leeuw Construction
et al., 2015). According to the TPB model, an individual’s performance of a specific behavior is insurance
determined by his/her behavioral intention to perform the behavior. This behavioral intention
is in turn determined by three factors related to the behavior: the person’s attitude toward the
behavior, subjective norm, and perceived behavioral control. In this study, TPB is used as the
theoretical basis to understand contractors’ construction insurance intention formation.
2.1.1 Attitude. Attitude was defined as the degree of an individual’s positive or negative 259
evaluation of behavior performance (Eagly and Chaiken, 1993). Based on the research of
Taylor and Todd (1995), attitude has positive impacts on the intention toward behavior.
In the context of construction insurance, contractors’ attitude is measured by two types of
items: contractors’ attitudes toward purchasing insurance and contractors’ attitudes toward
insurance products (Botzen and Van den Bergh, 2012).
2.1.2 Subjective norm. Subjective norm is a social factor, which means the social
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pressure from the environment felt by the person exerted to engage in the behavior
(Ajzen and Driver, 1992). Many researchers have examined the relationship between
subjective norm and intention and confirmed that subjective norm positively affects
intention (Taylor and Todd, 1995; Tonglet et al., 2004; Hsieh, 2015). According to the context
of insurance, the social pressure to purchase construction insurance is considered from the
following five aspects: local laws and regulations; contract requirements; market guides;
insurance market; and other similar projects (Sola, 2013; Lo, 2013; Brody et al., 2017).
2.1.3 Perceived behavioral control. The third determinant of intention is a non-volitional
factor termed perceived behavioral control, which reflects a person’s perception of the ease
or difficulty in performing a specific behavior (Ajzen and Fishbein, 1980). The greater ability
a person can perform a specific behavior, the more likely such a behavior will be engaged in.
The contractors’ ability regarding construction insurance mainly includes purchasing
ability and claim ability (Wallach and Jasper, 2010). Based on the literature, the following
hypotheses were proposed:
H1. Attitude has a positive influence on purchasing intention.
H2. Perceived behavioral control has a positive influence on purchasing intention.
H3. Subjective norm has a positive influence on purchasing intention.

2.2 Derivation of extended TPB model

Based on the research and development on TPB in the past few decades, researchers have
attempted to modify the TPB model by altering paths and/or adding critical constructs
to explain or predict people’s behavioral intentions in particular settings (Perugini and
Bagozzi, 2001; Chen and Tung, 2014; Bagot et al., 2015; Kashif and Run, 2015). Ajzen
(1991, 2015) stated that the modification of TPB should occur cautiously and need to meet
the following two criteria: similar to existing predictors of the theory and the factors are
conceptually independent of existing constructs of the theory. Although TPB
has been successfully applied in various contexts, e.g., green hotel, online shopping,
safe food (Han et al., 2010; Hsu et al., 2006; Phillip and Anita, 2010), it seems that no
research has been conducted to apply the theory to construction insurance purchasing.
The current study attempted to extend the TPB model by introducing constructs which
are important in the construction insurance context (e.g. past experience and risk
preference) and altering the path in the model to explain contractors’ purchasing intention
of construction insurance.
2.2.1 Risk perception. Risk perception is the individuals’ subjective feeling and
understanding toward the risks. Construction businesses are risky ventures. However,
people often underestimate the risks (Chivers and Flores, 2002; Kunreuther and Pauly, 2006).
 ECAM If contractors underestimate the risk probability or potential magnitude of loss in a project,
25,2 insurance may be unattractive to them (Petrolia et al., 2013).
Researchers have found that risk perception tends to play an important role in predicting
people’s purchasing decisions by significantly influencing their attitude toward the behavior
(Petrolia et al., 2013; Zhao et al., 2016; Lobb et al., 2007). Stronger risk perception of contractors
is always related to more positive attitude toward insurance purchasing. According to the
260 context of insurance, this study mainly chooses two dimensions to measure risk perception,
risk probability and risk influence (Botzen and Van den Bergh, 2012; Voon et al., 2015).
2.2.2 Past experience. Although past experience is not originally included in TPB, some
researchers have identified the need to add this construct to enhanced the predictive power
of the TPB (Perugini and Bagozzi, 2001, Ryu and Jang, 2006; Lee and Back, 2009; Wang
et al., 2012). Lee and Back (2009) verified that past experience is an important determinant of
attitude and perceived behavioral control. Han and Kim (2010) also found that past
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experience plays a significant role in decision-making processes. Studies in various fields

(Lee and Back, 2009; Lo, 2013; Petrolia et al., 2013) have attempted to include this variable to
enhance the predictive power of the TPB.
The contractors’ overall experience of insurance can be regarded as equivalent to a
subjective evaluation of all past experience (Huang and Hsu, 2009). In this study, past
experience includes the overall past construction insurance purchasing experience and the
overall past claims experience. Based on the above literature support, it is therefore
appropriate to incorporate past experience into a model designed to explain the formation of
insurance purchasing intention in order to ensure a sounder theoretical underpinning.
Thus, the following hypotheses were proposed:
H4. Risk perception has a positive influence on attitude.
H5. Past experience has a positive influence on attitude.
H6. Past experience has a positive influence on perceived behavioral control.
In summary, the extended TPB model is presented in Figure 1. The model includes the
original variables (attitude, subjective norm and perceived behavioral control) and new
constructs (past experience and risk perception). The bold lines indicate the newly added
paths to the original TPB model.

Risk H4 +
Attitude
Perception

H1 +
H5 +

Perceived
Past H2 + Purchasing
Behavioral
Experience H6 + Intention
Control

Figure 1.
Proposed extended H3 +
TPB model for
contractors’ purchase Subjective
intention on Norm
construction insurance
 3. Methodology Construction
3.1 Questionnaire design insurance
Questionnaire survey was used to collect data for this study. The literature (Ajzen and
Fishbein, 1980; Ajzen, 2015) shows that no standard questionnaire was available for TPB
research. The design of the survey questionnaire involved two steps in this study. The first
step was to develop the measurement scales for attitude, perceived behavioral control,
subjective norm, risk perception, past experience and purchasing intention. This was done 261
by conducting a comprehensive literature review and face-to-face interviews with personnel
who were in charge of or very familiar with insurance purchasing. The second step involved
a pilot survey to validate and improve the draft questionnaire in terms of wording, contents,
format, and layout. Based on the feedback, revisions were made to improve the readability
and accuracy of the questionnaire.
In the final questionnaire, the research aims and contact details were presented in the
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cover letter, followed by the questions about the profile of the respondents, including the
types of job, work experience, education, and two screening questions (i.e. “How about your
familiarity with construction insurance?” and “Have you ever taken part in construction
insurance purchasing and insurance management?”). We used the original questionnaire
items developed by Ajzen (1991) for TPB model and also quoted some items from Han et al.
(2010). Based on the context of construction insurance, the measurement methods for each
variable are shown in Table II. The questionnaire includes six constructs and 20 scale items:
five items for attitude, five items for subjective norm, two items for perceived behavioral
control, three items for past experience, two items for risk perception, and three items for
purchasing intention. The respondents were asked to rate each item based on a completed
project in which they have been involved using a five-point Likert scale (1 ¼ the lowest
level; 3 ¼ medium level; and 5 ¼ the highest level).

3.2 Sampling and procedure

The target respondents include project directors/managers and contract managers/
administrators who were involved in or familiar with the construction insurance purchasing
or management. Due to the vast number of construction contractors in China, it was
impractical to conduct nationwide sampling in the whole population of construction
contractors. In this regard, the sampling was limited to three typical cities in China including

Measurement method
Variable The design of the questionnaire

Purchasing intention (PI) Asking respondents whether they are willing to purchase insurance or not, and
whether they have plan or endeavor to buy
Attitude (AT) Asking the respondents’ overall attitude toward insurance purchasing, insurance
service quality and the evaluation of its usefulness to weigh their attitude toward
insurance
Subjective norm (SN) Asking the respondents’ social pressure they can feel from the environment, and
based on the construction insurance context, which are as following: local laws
and regulations; contract requirements; company policies; market guides and
other similar projects’ act
Perceived behavioral Asking the respondents’ ability for insurance purchasing, insurance management
control (PBC) and claim for compensation
Risk perception (RP) According to the respondents’ understanding of their projects and risks, asking
the risk probability and influence they feel Table II.
Past experience (PE) Based on their experience, asking respondents whether they bought construction Measurement methods
insurance properly and whether insurance performed well in the past experience of variables
 ECAM Beijing (the capital city of China), Shanghai (the largest city in China), and Tianjin (one of the
25,2 four direct-controlled municipalities of China). The three cities were considered
representative in the Chinese construction industry because 20 percent of the top
500 Chinese construction companies in 2016 were located in Beijing, Shanghai, and Tianjin
(Chinese Construction Enterprises Management Association, 2016). Snowball sampling
(also referred to as chain sampling, chain-referral sampling, or respondent-driven sampling)
262 method was adopted by this study considering the notoriously low response rate and lack of
reliable data with the random sampling approach (Zhai et al., 2014). Salganik and
Heckathorn (2004) argued that unbiased estimations can be made from hidden populations
using respondent-driven sampling and these estimates are asymptotically unbiased no
matter how the initial informants are selected. The initial participants consist of 30 project
managers and contract managers from different construction contractors in Beijing,
Shanghai, and Tianjin; and they were selected through the professional networks of the
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researchers. The initial participants were then requested to recommend other potential
participants who were: at similar levels; working for construction contractors in Beijing,
Shanghai, and Tianjin; and involved in or familiar with the construction insurance
purchasing or management. Finally, a total of 186 questionnaires were sent out and 167
completed questionnaires were returned. The returned questionnaires were checked by the
two screening questions, and 130 questionnaires were retained, representing a pass rate of
69.9 percent. According to the requirements of TPB and statistical analysis, the sample size
is considered sufficient.
The profile of the respondents is reported in Table III. The profile shows that around half
of the respondents had over five years’ experiences in construction industry and around 90
percent of them were well educated (i.e. bachelor degree and above). Such extensive working
experience and education level of respondents would ensure that they had proper
knowledge and experience regarding construction industry and construction insurance.

3.3 Method of data analysis

SEM has been recognized as one of the most suitable techniques for analyzing the
interrelationships among variables (Chen et al., 2011; Feng et al., 2017; Xiong et al., 2014). In
SEM, observable variables can be directly measured, while latent variables are theoretical
constructs inferred from observable variables. Additionally, SEM consists of measurement
and structural models. SEM enables a maximally efficient fit between data and a structural
model because both CFA and path analysis can be performed simultaneously in a single
structural equation model (Lim et al., 2011). Furthermore, there are two types of SEM:
covariance-based SEM (CB-SEM) and partial least squares structural equation modeling
(PLS-SEM). PLS-SEM has some advantages over CB-SEM. For instance, PLS-SEM does not
require a large sample size and normal distribution of data, and can estimate latent

Category Number %

Work experience (years)

Below 5 67 51.5
5-10 49 37.7
11-15 10 7.7
16-20 4 3.1
Education
Table III. Beneath the bachelor degree 12 9.2
Profile of the Bachelor degree 93 71.5
respondents Master degree or above 25 19.2
 constructs as linear combinations of observable variables through weight relations Construction
(Chin, 1998; Fornell and Bookstein, 1982; Hair et al., 2012). Thus, PLS-SEM has been widely insurance
adopted in construction studies in recent years (Doloi, 2014; Feng et al., 2017; Ning and Ling,
2013; Zhao et al., 2017).
CFA can test the relationship between the observable variables and their latent variable.
In this study, the five TPB and extended TPB construct groupings were seen as the latent
variables in the structural and measurement models. CFA was performed to test whether 263
the data fitted the measurement model. Four types of reliability and validity of the
measurement models should be assessed: internal consistency reliability; indicator
reliability; convergent validity; and discriminating validity (Shan et al., 2015).
Composite reliability (CR) is used to assess the internal consistency reliability and its
value should be at least 0.70 (Hair et al., 1998). Cronbach’s α coefficient should be above 0.70
(Patterson and Neailey, 2002), however, in social science research, it is also accepted that
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Cronbach’s α coefficient is above 0.60 (Moss, 1998). Loadings of observable variables on the
corresponding latent variables are used to assess the indicator reliability. The indicators
with loadings below 0.70 should only be removed if deleting this indicator leads to an
increase in CR above the suggested threshold value (Hair et al., 2011). Nevertheless, the
indicators with loadings below 0.70 could be retained because of their contributions to
content validity (Hair et al., 2011). In most studies using PLS-SEM, the actual threshold
value of loadings was 0.40 (Comrey, 1973; Matsunaga, 2010; Ning, 2014). The average
variance extracted (AVE) is used to evaluate the convergent validity, and the threshold
value is 0.50 (Fornell and Larcker, 1981). For adequate discriminant validity, the square root
of the AVE of each latent construct should exceed the inter-construct correlation and a
measurement item’s loading on its respective grouping should exceed the cross-loadings
(Chin, 1998; Fornell and Larcker, 1981).
Then, the bootstrapping technique (Davison and Hinkley, 1997; Efron, 1987) was applied
to estimate the significance of path coefficients and evaluate the structural model. In this
study, the number of bootstrap samples was 5,000, as recommended by Hair et al. (2011),
and the number of cases was equal to the number of responses (i.e. 130). The critical t-value
for a two-tailed test was 1.65 (significance level ¼ 0.10).

4. Results
4.1 Data quality testing
Tables IV and V show the evaluation results of the measurement model. As shown in Table IV,
the observable variables obtained loadings ranging from 0.554 to 0.922, indicating the
acceptable indicator reliability. All the CR and Cronbach’s α values were above their respective
thresholds, suggesting a satisfactory level of internal consistency reliability. Furthermore,
the AVE of each construct was higher than 0.50, showing an acceptable level of construct
convergent validity. As can be seen in Table V, the square root of the AVE value of each group
is higher than its correlation with any other construct. These results indicate the high
discriminate validity of the groups. Thus, the measurement model was reliable and valid for
the structural path modeling.

4.2 Hypotheses testing

The bootstrapping technique (Efron, 1987; Davison and Hinkley, 1997) was applied to
estimate the significance of path coefficients and test the hypotheses. In this study,
the number of bootstrap samples was 5,000, as recommended by Hair et al. (2011), and the
number of cases was equal to the number of responses (n ¼ 130). The results show that five
out of the six path coefficients are positive and significant at the 0.10 level (α ¼ 0.1)
(see Table VI and Figure 2). The results of hypotheses testing are discussed in the
following section.
 ECAM Grouping Code Factor loading AVE CR Cronbach’s α
25,2
AT AT1 0.554 0.570 0.861 0.786
AT2 0.830
AT3 0.869
AT4 0.800
AT5 0.801
264 PBC PBC1 0.922 0.765 0.866 0.702
PBC2 0.824
SN SN1 0.555 0.520 0.842 0.775
SN2 0.748
SN3 0.779
SN4 0.713
SN5 0.784
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RP RP1 0.874 0.757 0.861 0.678

RP2 0.866
PE PE1 0.687 0.564 0.795 0.613
PE2 0.792
PE3 0.771
PI PI1 0.894 0.804 0.861 0.878
PI2 0.912
Table IV. PI3 0.883
Measurement model Notes: AT, attitude; PBC, perceived behavioral control; SN, subjective norm; RP, risk perception; PE, past
evaluation experience; PI, purchasing intention

Grouping AT PBC SN RP PE IN

AT 0.755
PBC 0.455 0.875
SN 0.465 0.348 0.721
Table V. RP 0.276 0.271 0.044 0.870
Discriminant validity PE 0.591 0.504 0.449 0.231 0.751
of the groupings IN 0.446 0.363 0.552 0.127 0.511 0.896

Hypothetical path Path coefficients t-statistics Interpretation

H1: AT → PI 0.192 2.276 Supported

H2: PBC → PI 0.130 1.439 Not supported
H3: SN → PI 0.417 5.173 Supported
H4: RP → AT 0.147 1.777 Supported
H5: PB → AT 0.557 8.145 Supported
Table VI. H6: PB → PBC 0.504 6.938 Supported
Path coefficients and Notes: AT, attitude; PBC, perceived behavioral control; SN, subjective norm; RP, risk perception; PB, past
significance behavior; PI, purchasing intention

5. Discussion
5.1 Impacts of attitude, subjective norm, and perceived behavioral control on insurance
purchasing intention
The results of hypotheses testing (see Table VI) indicate that attitude (β ¼ 0.192, t ¼ 2.276,
α ¼ 0.1) and subjective norm (β ¼ 0.417, t ¼ 5.173, α ¼ 0.1) are positively and significantly
 H4 Construction
 = 0.147
Risk t =1.777
insurance
Attitude H1
Perception Supported
 = 0.192
t = 2.276
H5 Supported
 = 0.557
t = 8.145
Supported
265
H2
 = 0.130
Past Perceived Purchasing
t = 1.439
Experience Behavioral Intention
H6 Not supported
Control
 = 0.504
t = 6.938
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Supported
H3
 = 0.417
t = 5.173 Figure 2.
Supported Extended TPB model
Subjective results for
Norm construction insurance
purchasing intention

associated with insurance purchasing intention, supporting H1 and H3. These findings are
consistent with previous studies (Ly et al., 2015; Borges and Lansink, 2016), implying that an
increase in attitude and subjective norm may result in an increase in the likelihood of
contractors’ insurance purchasing intention.
As predicted earlier in the context of construction insurance, subjective norm has a
positive impact on contractors’ insurance purchasing intention. Unlike the purchasing of life
insurance, where there are no laws or contracts forcing people to buy life insurance
( Jacobs-Lawson et al., 2010), the insurance purchasing in the construction industry is largely
required by laws and contracts. The owners usually specify the insurance requirements
clearly in the contracts. In addition to laws and contracts, construction insurance
purchasing is also subject to company rules and insurance marketing guide. To sum up,
contractors’ decision on insurance purchasing is largely associated with the perceived social
pressure from the environment.
Attitude also significantly influences contractors’ insurance purchasing intention, which
is consistent with the previous studies (e.g. Fichten et al., 2016; Arshad et al., 2015).
Contractors who believe in the value of construction insurance and the availability of
high-quality insurance service and accept the idea of “prevention is better than cure” tend to
be more willing to transfer the risks through the construction insurance.
The results show that perceived behavioral control was not a significant predictor of
insurance purchasing intention (β ¼ 0.130, t ¼ 1.439, α ¼ 0.1). However, this finding is
inconsistent with the findings of previous studies (Han et al., 2010; Hartmann and
Apaolaza-Ibáñez, 2012). Perceived behavioral control reflects people’s perception of the ease
or difficulty in performing a specific behavior (Han et al., 2010). Han et al. (2010) examined
people’s intention to visit green hotels, where the perceived behavioral control was
measured by whether people have time or money to do it. However, in the context of
construction insurance, it requires professional skills to purchase insurance and transfer
risks. It is a common practice for contractors to get assistance from insurance brokers and
legal advisers (Sammon, 2002; Beloucif et al., 2004); and usually the insurers can recommend
the combination of insurance products according to risk characteristics of projects. There is
no required insurance purchasing ability for contractors, so perceived behavioral control did
 ECAM not significantly influence intention. Thus, H2 was not supported in this context. Hence,
25,2 insurance purchasing intention is mainly explained by attitude and subjective norm from
the results of this study.

5.2 Impacts of risk perception and past experience on attitude and perceived
behavioral control
266 The results (see Table VI) indicate that risk perception significantly influences contractors’
attitude toward insurance purchasing (β ¼ 0.147, t ¼ 1.777, α ¼ 0.1). These results are in line
with previous studies in different settings (e.g. Lobb et al., 2007). Construction businesses
are risky ventures. However, researchers have found that people’s behavioral decisions are
associated with perceived rather than actual risks as people do not always have a clear
understanding of the project risks, or the likelihood of various outcomes of the risks
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(Covell et al., 1991; Feng et al., 2014, 2015). If contractors underestimate the risk probability
or potential of loss, they tend to develop a negative attitude toward construction insurance,
which may appear unattractive under such situations.
In addition, H5 and H6 were tested. The results indicate that past experience is positively
and significantly associated with attitude (β ¼ 0.557, t ¼ 8.145, α ¼ 0.1) and perceived
behavioral control (β ¼ 0.504, t ¼ 6.938, α ¼ 0.1), thus supporting H5 and H6. This finding is
consistent with the results of previous studies (e.g. Lee and Back, 2009; Lo, 2013; Petrolia
et al., 2013). With pleasant past insurance experience, the contractors tend to improve their
capacity of insurance purchasing and management and develop a positive attitude toward
insurance purchasing in the future.

5.3 Implications of the findings

Some managerial implications can be inferred from the findings. The findings imply that the
general reluctance of construction contractors to purchase construction insurance in China
was caused by various factors. As discussed earlier, attitude is a key factor influencing the
formation of contractors’ intention to purchase the construction insurance. It is therefore
necessary that Chinese contractors change their mindset and accept the concept of proactive
risk management and insurance. In addition, a supportive environment should be created
for construction insurance purchasing. Compulsory requirements, laws and strict regulation
are required for the purchase of construction insurance. Meanwhile, the insurers should
endeavor to improve their service quality and technical competence. More attractive
construction insurance products may be developed if the co-operation between the
insurance industry and construction industry is strengthened and mutual understanding of
the construction risks between contractors and insurers is developed. To sum up, various
parties (including the contractors, insurers, and government) of construction projects need
to work together and implement multi-dimensional strategies to improve the risk
management of construction projects and achieve the healthy development of the
construction insurance market in China.

5.4 Limitations of the research

Despite the achievements of this research, there are still some limitations. The first
limitation concerns the generalizability of the findings. The findings were reached based on
the data collected in China focusing on three major cities including Beijing, Shanghai, and
Tianjin. Thus, the findings of this research should be interpreted in the context of the
construction industry in China. Generalizations to other populations may be difficult.
However, in the future, the methodology and modeling process of this research may be
applied to investigate the insurance purchasing issues in other settings. The second
limitation of this study lies in the choice of research approaches. The correlation/regression
 research design was used by this research. This research design is effective in testing the Construction
associations between variables, but not effective in explaining the causal mechanism among insurance
variables. In a future study, qualitative data (e.g. observation, focus group discussion, and
in-depth interview) may be collected and analyzed to further explain and validate the
relationships among variables. Lastly, this empirical research takes the perspective of
contractors and gives us an understanding of contractors’ insurance purchasing intention
formation. Future research should further develop the proposed psychological constructs 267
and take the insurers as a sample to examine their viewpoints of construction insurance.
In addition, future studies could explain the insurance purchasing intention from other point
of view. For example, contractors’ intention on insurance could be comprehended from the
perspective of national culture.
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6. Conclusions
This study explored why contractors are not willing to purchase construction insurance in
China. The study developed an extended TPB model to explain the contractors’ purchasing
intention formation. Specifically, the added constructs (i.e. risk perception and past
experience) provide sufficient impetus for insurance purchasing decision-making process,
improving our understanding of contractors’ intention formation. The key findings of this
research include: subjective norm, which refers to social pressure from the environment
(e.g. local laws and regulations, contract requirements, company policies, market guides and
other similar projects’ actions) has a positive impact on the contractors’ willingness to
purchase the construction insurance; contractors’ attitude toward insurance (e.g. value of
insurance and quality of insurance service) has a positive impact on their willingness to
purchase the construction insurance; and contractors’ attitude toward insurance is
positively influenced by their risk perception and past insurance experience.
Theoretically, the research identified the factors leading to Chinese contractors’ low
willingness to purchase construction insurance by extending the TPB model to the context
of construction insurance purchasing. The extended TPB model may serve as a theoretical
framework for the Chinese contractors, insurers, and regulators to understand the root
causes of contractors’ low willingness to purchase construction insurance and make joint
efforts to address the risks and insurance in the construction industry. Although empirical
evidence of this study is from China, the methodology and framework derived from this
study may be used for similar studies in other countries.

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Further reading
272
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resources, effectiveness, impact, and understanding”, Ksce Journal of Civil Engineering, Vol. 18
No. 1, pp. 27-36.

About the authors

Junying Liu is a Professor in the Department of Construction Management, Tianjin University (China).
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She received her PhD Degree from the School of Construction Management & Engineering, University
of Reading (UK) in 2005. She is a member of the Chartered Institute of Building (CIOB).
Sen Lin is currently a Postgraduate Research Student in Construction Management at Tianjin
University (China). She received her BSc in Construction Management from the Jiangnan University
(China) in 2010.
Yingbin Feng is a Senior Lecturer in Construction Management at the Western Sydney University
(Australia). Earlier in his career, he lectured at Chongqing University (China) and also worked as a
Structural Engineer at China’s No. 6 Institute of Project Planning & Research of Machinery Industry,
between 2000 and 2007. Yingbin was awarded a PhD Degree by the National University of Singapore
(NUS) in 2012. He also has a BSc in Civil Engineering and an MSc in Construction Management from
the Chongqing University. Yingbin Feng is the corresponding author and can be contacted at:
y.feng@uws.edu.au

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