THE INFLUENCE OF BEHAVIORAL AND DIGITAL FACTORS ON INSURANCE PLAN CHOICES: EVIDENCE FROM POLICYHOLDERS

In today’s customer-focused insurance industry, understanding what drives policyholder choices is essential. This study looks at how psychological, emotional, and digital factors affect individuals when they choose insurance plans. Using a survey of 108 policyholders, the research applies chi-square tests, ANOVA, and correlation analyses to find out how variables like risk perception, trust, social influence, and digital access shape decision-making. The key findings suggest that while traditional demographics matter somewhat, modern consumers depend more on digital platforms, peer opinions, and the simplicity of claim processes. This research provides practical insights for insurers to create user-friendly insurance products and interfaces that match customer behaviour.