International Journal of Academic Accounting, Finance & Management Research (IJAAFMR)   Year: 2019 | Volume: 3 | Issue: 10 | Page No.: 7-11 Factors Affecting Intention to Participate in Health Insurance Ban Hatem Jassam Abstract: The system of health can be improved by the insurance companies. It can also reduce the responsibilities of the individual. The current study investigates the factors based on the theory of planned behavior (TPB) that affect the purchase intention of a customer while purchasing the policy of health insurance. With the help of these factors, insurance companies can target the correct market and enhance their performance and can also attract customers. The questionnaire was distributed among 123 respondents. The correlation and regression analysis were performed. The results validate the theory. Hence the study findings were supported by the literature in the discussion section and the limitations of the study were also discussed.