Investigating the Effect of Effective Factors on the Intention to Purchase Supplementary Health Insurance With Emphasis on the Role of Employees’ Ethical Behavior

People's health is always one of the most important factors in any society. It is clear that during illness, one of the things that can make the situation worse is the cost of treatment. Therefore, a basic strategy to increase health per capita, reduce stress and anxiety, as well as reduce costs, is the use of supplemental health insurance, which provides a safe margin for individuals to accelerate their recovery. The aim of this study was to investigate the factors affecting the intention to purchase supplementary health insurance.

The present study is applied in terms of purpose and in terms of descriptive-correlation method is based on structural equations and the partial least squares method has been used to analyze the data. The statistical population studied in this study were the clients of supplementary health insurance of Saman Insurance Company. A standard questionnaire was used to collect data.

The findings indicate that all independent research variables including employee ethics, customer engagement and perceived value with coefficients of 0.398, 0.685 and 0.343, respectively, have a significant effect on the intention to purchase supplementary health insurance. Accordingly, among the research variables, the variable of client mental involvement has the greatest impact on the intention to purchase supplementary health insurance and the effect of the perceived value variable is less than the other two variables.

Basic insurance package has a high coverage and reduces the perceived value of basic insurance for people. Supplemental health insurance is needed to cover surplus services to increase perceived value for clients. Due to the high mental involvement of customers, it is likely to increase the intention to purchase supplemental health insurance. Based on the findings of this study, insurance companies are suggested to have a specific plan on the ethical behavior of employees, customer mental involvement and perceived value to increase the intention to purchase supplementary health insurance.