Adoption of Mobile Insurance Using TAM: A Case Study

Document Type : Original Article

Authors

1 2 Department of Finance, Iranian E-Institute of Higher Education, Tehran, Iran

2 Islamic Azad University Tehran Central Branch

10.22034/ijiems.2020.139014

Abstract

This paper aims to investigate the factors that might have an impact on the adoption of mobile insurance through the Technology Acceptance Model (TAM). Data were collected by questionnaires to 150 Iran consumers who were actively using mobile insurance. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) in Smart PLS 3.0 software. Results show that attitude towards use, ease of use, perceived usefulness, and privacy policy, have a positive effect, and privacy risk harms intention to use. Furthermore, the results of MGA analysis indicate that in the ease of use and intention to use, males displaying a stronger relationship than females. In this study, however, we found that females tended to be less influenced by the ease of use when evaluating the use of mobile insurance technology. Moreover, the results revealed that gender can also moderate the relationship between privacy risk and intention to use, with a stronger relationship existing among females.

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