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

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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