Online life insurance purchasing intention: Applying the unified theory of acceptance and use of technology

We developed and examined a theoretical model to explain the key factors influencing Chinese customers’ purchasing intention of online life insurance. The proposed theoretical model incorporated the unified theory of acceptance and use of technology (UTAUT) with 2 external factors: online trust and perceived risk. SmartPLS 2.0 was used to analyze the data collected from field survey questionnaires (N = 315). The results showed that customers’ online life insurance purchasing intention was significantly impacted by performance expectancy, effort expectancy, and social influence. In addition, online trust acted as both a direct antecedent of purchasing intention and an indirect antecedent through perceived risk. These findings offer Chinese insurers some guidelines for designing and marketing through this channel to increase their sales.