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Effect of Subjective and Objective Knowledge on Consumers’ Willingness to Purchase Health Insurance during COVID-19 Pandemic

In: Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux

Author

Listed:
  • Tanuj Mathur

Abstract

Consumers’ knowledge is suspected to play a key role in influencing their behaviour. The aim of this study is to investigate the impact of consumers’ different types of knowledge on their willingness to purchase health insurance plans during the COVID-19 pandemic. For this, an empirical test is done using data from 203 consumer respondents collected online from various cities in India. A multiple regression technique was used to assess the impact of different knowledge types on consumers’ willingness to purchase. The findings revealed that consumers’ objective knowledge rather than subjective knowledge plays an important role in influencing their willingness to purchase health insurance plans during COVID-19 in India.

Suggested Citation

  • Tanuj Mathur, 2025. "Effect of Subjective and Objective Knowledge on Consumers’ Willingness to Purchase Health Insurance during COVID-19 Pandemic," World Scientific Book Chapters, in: Vinita S Sahay & Chandan Parsad & Raveesh Krishnankutty & Aviral Kumar Tiwari (ed.), Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux, chapter 18, pages 227-237, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811292101_0018
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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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