Sigorta Pazarlamasında Bireysel Emeklilik Sistemine Katılım Niyetini Etkileyen Faktörler ile Planlı Katılım Davranışı Arasındaki İlişkinin İrdelenmesi

Yıl 2025, Cilt: 15 Sayı: 1, 39 - 56, 03.10.2025

Abdulaziz Sezer

https://doi.org/10.32331/sgd.1788861

Öz

Bu çalışmada, sigorta pazarlamasında bireysel emeklilik
sistemine (BES) katılım sebeplerini etkileyen faktörler
ve planlı katılım davranışı arasındaki ilişki incelenmiştir.
Akademik personele yapılan anket uygulamasından
kolayda örneklem tekniği ile elde edilen 232 veriyle tahmin
edilen model, AMOS programında yapısal eşitlik modeli
kullanılarak test edilmiştir. Yapılan analizler sonucunda,
bireylerin mali geleceklerini yönetme algısının BES’e
katılım kararlarında önemli bir rol oynadığı görülmüştür.
Kontrol odağı yüksek bireylerin, BES’e yönelik tutumları,
algılanan davranışsal kontrol ve çevresel etkilerle (öznel
normlar) olumlu yönde şekillendiği belirlenmiştir.
Kaçınmacı ve yönelimci kontrol odağının, BES’e yönelik
tutumu olumsuz etkilerken, bireylerin mali kararlarını
yönetme algısını güçlendirdiği saptanmıştır. Finansal
okuryazarlık seviyesi yüksek bireylerin BES’e yönelik
tutumlarının ve çevresel etkilerinin nispeten daha zayıf
olduğu, ancak mali geleceklerini yönetme algılarının daha
yüksek olduğu görülmüştür. Bireylerin BES’e yönelik
olumlu tutumları, katılım niyetlerini güçlü bir şekilde
artırırken, algılanan kontrol ve çevresel faktörlerin de
bu niyeti desteklediği belirlenmiştir. Son olarak, katılım
niyetinin, bireylerin fiili katılım davranışlarını güçlü bir
şekilde yönlendirdiği ortaya konulmuştur.

Anahtar Kelimeler

Sigorta pazarlaması , bireysel emeklilik sistemi , planlı davranış teorisi , katılım niyeti , katılım davranışı

Investigation of the Relationship Between Factors Affecting the Intention to Participate in the Individual Pension System and Planned Participation Behavior in Insurance Marketing

Öz

This study investigates the relationship between factors
influencing participation reasons in the private pension
system (PPS) within insurance marketing and planned
participation behavior. In the model estimated with 232 data
obtained by convenience sampling techniquefrom the survey
conducted with academic staff was tested using structural
equation modeling in AMOS program. The analysis results
indicate that individuals’ perceptions of managing their
financial future play a significant role in their decisions
to participate in the Private Pension System (PPS). It was
found that individuals with a high locus of control tend to
develop more favorable attitudes toward PPS, perceive
greater behavioral control, and are more influenced by
social norms. While avoidant and goal-oriented control
orientations negatively impact attitudes toward PPS, they
enhance individuals’ perceptions of financial decisionmaking
competence. Furthermore, individuals with higher
financial literacy levels exhibit relatively weaker attitudes
toward PPS and are less influenced by social norms, yet
they demonstrate a stronger perception of financial selfmanagement.
Positive attitudes toward PPS significantly
increase participation intentions, with perceived control and
social influences further reinforcing this intention. Finally,
participation intention was found to be a strong predictor of
actual enrollment in the system.

Anahtar Kelimeler

Insurance marketing , individual pension system , theory of planned behavior , participation intention , participation behavior

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