The Influence of Demographic Characteristics on the Intrinsic Motivation of Life Insurance Agents: A Study in Vietnam

The main objective of this study is to identify, evaluate, and analyze agents' intrinsic motivation in the life insurance sector. Previous studies have examined the influence of factors on intrinsic motivation. Among them are differences in demographic characteristics. Through quantitative survey research using a convenience sampling method with a small survey including 251 agents working for life insurance companies in Vietnam, this study uses statistical tools, Cronbach's alpha analysis, factor analysis, and ANOVA analysis. Research results show differences in agents' intrinsic motivation regarding gender, age, education level, and seniority of experience. The research results suggest some implications for life insurance businesses in agent recruitment and management activities in the current context.