نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت و برنامه ریزی فرهنگی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 گروه طراحی صنعتی، واحد یادگار امام خمینی (ره)، دانشگاه آزاد اسلامی، شهر ری، ایران
3 گروه مدیریت فرهنگی و مدیریت رسانه، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Background and Aim:
This study aimed to identify the factors affecting the acceptance of life insurance and to provide a cultural policy-making model for the promotion of life insurance in Iran. Factors such as economic, social, cultural, and political issues were investigated as the most influential factors on life insurance acceptance in this study.
Methodology:
This research was conducted in a mixed manner (qualitative and quantitative). In the qualitative phase, the thematic analysis method based on Brown and Clarke's (2006) model was used to analyze the data obtained from expert interviews and library documents. In the quantitative phase, structural equation modeling (SEM) was used to test the hypotheses and analyze the causal relationships between the variables. The data collection tool in the quantitative phase was a questionnaire based on the five-point Likert scale.
Results:
The results of the qualitative section showed that economic crises, cultural barriers, inhibiting beliefs, low financial literacy, and weakness of digital infrastructure are the main factors affecting the acceptance of life insurance in Iran. In the quantitative part, structural equation modeling (SEM) confirmed the significant effect of these factors on life insurance acceptance. Also, the media and reference groups as intervening factors have a great impact on changing social attitudes and behaviors towards life insurance.
Conclusion:
This study emphasizes that in order to promote life insurance in Iran, it is necessary to change attitudes and strengthen public awareness. Strategies such as the use of new technologies, financial incentives, transparency in insurance processes, and promotion of financial literacy are proposed as the main strategies to increase the acceptance of life insurance.
کلیدواژهها [English]
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