An empirical study of attitude towards mobile insurance in Accra
Attitude towards mobile insurance products and services are influenced by socio-economic and background characteristics of the mobile phone users. This study examined possible determinants of attitude towards mobile insurance in Accra. The data for the study was obtained through the use of a questionnaire. Exploratory Factor Analysis (EFA) and Binary Logistic Regression were used to analyze and fit the data for predicting uptake or otherwise of mobile insurance. The findings of the study revealed that there are three main factors explaining the attitude towards mobile insurance products and services in Accra. These factors are the affect (feelings) attitude, cognitive and conative or behaviour. The findings of the study showed the attributes of risk, convenience, price and investment as the main (significant) predictors of attitude toward mobile insurance in Accra. Gender, age, income status, employment status, number of dependents were found to be significant at 5% level of significant as predictors of attitude towards mobile insurance in Accra. It is recommended that the insurance companies on the mobile platform take advantage of the results on the attributes and the socio-economic and background characteristics that influence attitude towards m-insurance to formulate and implement relevant marketing strategies, aimed at improving their existing marketing strategies and most importantly targeting the uninsured.
A thesis submitted to the Department of Statistics and Actuarial Science, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirement for Award of Master of Science (Applied Statistics)
Attitude, Empirical, Mobile Insurance, Accra