Document Type : Original Research Paper

Authors

1 Department of Business Management , Faculty of Management, University of Tehran, Iran

2 Department of Business Management (Insurance), Asia Insurance Joint Stock Company, Tehran, Iran

3 Department of Anthropology, Faculty of Social Sciences, University of Tehran, Iran

4 Assistant Professor of Business Management, Business Management Department, Faculty of Management, University of Tehran, Tehran, Iran.

Abstract

Objective: The lack of comprehensive understanding of the policy holder's purchase behavior as an aspect of social and human interactions can be one of the most important reasons for the underdevelopment of the life insurance market in Iran. Therefore, the aim of the current research is to provide a comprehensive understanding of life insurance buying behavior as a cognitive, psychological and behavioral process based on people's lived experience.
Methodology: In this research, the qualitative approach and the database theory of Corbin and Strauss (2015) were used as a research method. Data has been collected by conducting in-depth interviews. The statistical sample included 27 potential and actual policyholders, sales representatives and life insurance experts who were selected based on theoretical sampling and continued until theoretical saturation was achieved. The systematic process of the research included open coding, axial coding and selective coding, which was done using the strategies of analysis, questioning, comparison, reminders, schemas and paradigms.
Findings: The behavior of buying life insurance in the context of micro and macro environmental conditions and internal or individual conditions is a dialectic between doubt and trust and is based on the trust building process; In such a way that the superiority of doubt or trust in each stage of the process leads to different behaviors.
Conclusion: The output of this research is the development of a life insurance buying behavior model in Iran.

Keywords

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