Abstract
Life insurance not only plays a role in financial protection and savings for individuals and families, but also contributes to ensuring social security and sustainable economic development. Therefore, the article aims to determine the factors affecting individual customers' intention for buying life insurance in Dong Nai province. On that basis, the authors propose that the implication of corporate governance contributes to increasing the intent to purchase life insurance products. In the research paper, the authors used a qualitative method through document research, studying documents related to the research topic. Quantitative research was carried out with a sample of 350 customers, multiple linear regression analysis, and identified five factors with a significance level of 5%. Finally, the authors have proposed five governance implications in order of priority: Safety, social influence, convenience, ease of use, and benefits. Research results contribute to orientation for insurance organizations to improve the quality of life insurance products to better serve customers.
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