FROM AWARENESS TO ADOPTION: WOMEN’S PERCEPTION AND BEHAVIOURAL INTENTION TOWARD HEALTH INSURANCE IN DELHI NCR 0 0

Abstract

Health insurance minimizes financial burden and access health care. However, women in India do not buy health insurance despite multiple policy initiatives by the government. Our study aims to examine the significance of awareness and perception on women's intentions to obtain health insurance in Delhi NCR. It also evaluates the significance of financial literacy and digital
literacy. The study uses primary data from a sample of 350 women from Delhi NCR collected through a questionnaire. The impact between the variables is tested by Partial Least Squares Structural Equation Modelling (PLS-SEM).It is found that awareness plays a significant role in affecting the perceived usefulness and trust. There is significant enhancement in awareness with increasing digital and financial literacy. Perceived usefulness and trust have a significant impact on the adoption intention. The study suggests that improvement in awareness can lead to improvement in trust, which is required for the acceptance of insurance which is represented by women. It also provides insights for the consideration of insurance companies and governments.