The objectives of this research are (1) to explore the demand for COVID-19 insurance, (2) to investigate the demographic factors that influence the demand for COVID-19 insurance, and (3) to examine the COVID-19 insurance behaviour that influences the demand for COVID-19 insurance. The study's sample group consisted of 528 participants, and the data collection tool was an online questionnaire developed using Google Forms. The statistics used in the analysis were the frequency, percentage, mean, standard deviation, and multiple regression analysis. According to the analysis of the factors influencing the purchase of COVID-19 insurance, the company's credibility was the most significant factor reported by the participants in terms of the marketing factors related to the products, while the marketing factors related to other products and the price (insurance premium) were at a high level. Furthermore, LINE was the most extensively used online communication application. According to the findings of the demand analysis for COVID-19 insurance, 283 people, or 53.6%, intended to purchase the insurance. At the statistically significant level of 0.05, the multiple regression analysis of demographic and marketing factors revealed a substantial influence on the demand for COVID-19 insurance.