The Impact of Consumer Attitudes, Subjective Norms, Brand Trust, Repurchase Intention and Repurchase Behaviors of Gen X and Gen Y Consumers: A Study of Life Insurance in Thailand

This study examines the effects of consumer attitudes, subjective norms, and brand trust on repurchase intention and behaviors in Thailand’s life insurance market. By utilizing the Theory of Reasoned Action (TRA) and employing Structural Equation Modeling (SEM), the research reveals significant relationships among these variables. Key findings highlight that positive consumer attitudes and subjective norms enhance brand trust, which subsequently drives repurchase intention and behaviors. The study emphasizes the pivotal role of brand trust in fostering consumer loyalty and promoting sustainable market growth. The results provide actionable insights for insurers to develop strategies that align with consumer expectations, reinforce trust, and adapt to evolving market dynamics.