The Effect Of Customers Attitude On General Insurance Purchase Intention In The Insurance Sector In Addis Ababa Ethiopia

The main objective of the study is to investigate the effect of customers’ attitude on generalrninsurance purchase intention in Addis Ababa, Ethiopia. In this research, customers ofrngeneral insurance service were targeted as the population while Cognition, EmotionalrnAffect, and Subjective Norm were taken as predicting variables towards Purchase Intentionrnas dependent variable. The researcher used questionnaire written both in Amharic andrnEnglish to collect relevant data for the research questions from 423 sample respondents ofrnfive insurance companies which were selected using convenience sampling. From the totalrnquestionnaires distributed, 386 were considered valid for analysis. The analysis wasrnperformed using frequency, mean, standard deviation, correlation and regression by meansrnof SPSS software. Then the collected data were analyzed and interpreted. And the findingsrnof the study reveal that all the independent variables: Cognition, Emotional Affect, andrnSubjective Norm have a positive and significant effect on purchase intention. Pearsonrncorrelation and multiple regression analysis were used to examine the relationship betweenrnthe independent variables and Purchase Intention using SPSS version 20.0 and the findingsrnshowed that all the independent variables have a positive and significant effect on PurchasernIntention. Thus insurance companies should give due emphasis to address these elements forrnincrement of their volume of customers.

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