When Trust Meets Value: Drivers of Life Insurance Purchase Decisions among South Sulawesi Consumers

Ika Yulia Hadiyanti () and Mursalim Nohong
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Ika Yulia Hadiyanti: Hasanuddin University
Mursalim Nohong: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 213-227 from Springer

Abstract: Abstract This study examines the drivers of life-insurance purchase decisions in South Sulawesi’s bancassurance context, addressing a high-inclusion/low-literacy paradox and persistent trust deficits. Integrating trust, agent credibility, perceived risk, perceived value, premium affordability, subjective norms, and financial literacy, we estimate a variance-based structural equation model using crosssectional survey data (n = 135). The reflective measurement model demonstrates strong reliability and convergence (CR ≥ .86, AVE ≥ .61), with discriminant validity supported (HTMT

Keywords: Life Insurance; Trust; Perceived Value; Financial Literacy; Purchase Decisions (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_16

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DOI: 10.2991/978-94-6239-709-5_16

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