A Comprehensive Review Of Sustainable Marketing In Online Health Insurance: Key Drivers And Barriers To Consumer Adoption
DOI:
https://doi.org/10.64252/zw38h894Keywords:
Health Belief Model, Consumer Value Theory, Technology Acceptance Model, Theory of Planned Behavior, Theory of Reasoned Action, Consumer Decision-Making, Health Insurance PreferencesAbstract
Introduction
This paper seeks to analyze the element of preference of health insurance, with the intent of understanding consumer decision analysis in relation to theoretical frameworks. Through overseer of nuances using the frameworks, it seeks to identify important details that should inform policy and practice.
Objective
It pertains to stakeholders’ perceptions of insurance benefits and costs, biases in the selection process, policies that may impact individual and social contexts, consumer choice, use of IT, beliefs, and overall attitudes towards health insurance.
Methodology
The research uses a literature review approach from 2000 to 2023. Theories, including HBM, CVT, TAM, TPB, and TRA to propose a robust methodology for analyzing the perception and behavior towards the health insurance.
Outcome
This study employed theories to comprehensively analyze consumer decision-making in health insurance. Objectives were effectively addressed, revealing insights on threat perception, self-bias, values, technology acceptance, beliefs' impact, and attitudes towards insurance, offering guidance for policymakers and providers.
