Impact of Digital Health Apps on Consumer Insurance Buying Decisions in India

Abstract: The increasing integration of digital technologies in healthcare has significantly influenced consumer behavior, particularly in the context of financial decision-making. This study examines the impact of digital health applications on consumer insurance buying decisions in India. The research focuses on key factors such as digital health app usage, health awareness, and perceived usefulness to understand their influence on insurance purchase intention. The study is based on primary data collected from a sample of 320 respondents using a structured questionnaire measured on a five-point Likert scale. Descriptive statistics, correlation analysis, and simple linear regression were employed using IBM SPSS Statistics to analyze the data. The findings reveal that digital health applications play a significant role in shaping consumer insurance decisions. Health awareness emerges as the most influential factor, indicating that individuals who are more conscious of their health risks are more likely to purchase insurance. Digital health app usage also has a positive impact, suggesting that increased engagement with health platforms encourages proactive financial planning. Additionally, perceived usefulness of digital health applications positively influences purchase intention, highlighting the importance of user experience and perceived benefits. The study contributes to the existing literature in Consumer Behavior and Behavioral Finance by providing an integrated analysis of digital health engagement and insurance buying behavior. It offers practical implications for insurers, policymakers, and consumers by emphasizing the need to leverage digital health platforms to enhance awareness, improve customer engagement, and promote informed decision-making. The findings underscore the growing interconnection between healthcare technology and financial services in shaping consumer behavior. Keywords: Digital Health Apps, Insurance Buying Decision, Health Awareness, Perceived Usefulness, Consumer Behavior, Behavioral Finance, Digital Healthcare, India