Understanding Bancassurance Adoption: The Role of Trust, Attitude, and Financial Literacy Across Stakeholders

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DOI: https://doi.org/10.28924/2291-8639-24-2026-211
Published: Jul 6, 2026
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Nguyen Quoc Anh, Understanding Bancassurance Adoption: The Role of Trust, Attitude, and Financial Literacy Across Stakeholders, Int. J. Anal. Appl., 24 (2026), 211.

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Nguyen Quoc Anh

Abstract

This study aims to examine the determinants of bancassurance adoption by integrating multiple theoretical perspectives and comparing customer and organizational viewpoints. A quantitative approach was employed using survey data collected from 400 customers and 420 organizational respondents in Vietnam. The data were analyzed using partial least squares structural equation modeling and multi-group analysis. The results show that all proposed relationships are significant in both groups, with intention strongly influencing usage behavior. However, the strength of the relationships differs across groups. Trust and attitude have stronger effects in the customer sample, while financial literacy shows a more consistent influence. Multi-group analysis reveals significant differences in several paths, indicating a gap between customer perceptions and organizational assessments. This study provides a more comprehensive framework for understanding bancassurance adoption by integrating multiple theories and incorporating both demand-side and supply-side perspectives. It also highlights differences between stakeholders, offering insights that are relevant for both theory development and managerial practice.

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