Structural Equation Modeling of the Impacts of Innovation Acceptance and Purchase Satisfaction on Life Insurance Online Purchase Intention in Bangkok
DOI:
https://doi.org/10.55164/ecbajournal.v16i3.266113Keywords:
Structural Equation Modeling, Innovation Acceptance, Satisfaction, Purchase Intention, Life Insurance, Technology InformationAbstract
This qualitative research aimed to; 1) To study the factors influencing the acceptance of innovations on the intention to purchase life insurance, 2) To study the factors influencing purchase satisfaction on life insurance online, 3) To study the factors influencing satisfaction of innovation service affecting the intention to purchasing life insurance online. The statistics adopted were Structural Equation Model (SEM). The participants were consumers from Bangkok, who had used the services of life insurance in Bangkok. Using the purposive method, the researcher utilized Rule Of Thumb sample size calculator to choose an initial sample size of 210 participants, and later added an
additional 190 participants, totaling 400, to account for losses. The tool used for data collection was a questionnaire. Statistics used to analyze the data consisted of frequency, percentage, mean, standard deviation, and Structural Equation Modeling.
The research revealed that consumers accepted the innovation directly affecting their insurance online purchase intention. The main factors affecting the satisfied the completeness of information, and interesting. The purchase satisfaction on Life Insurance online is ease of use, perceived advantages, and the accurate and reliable product information. With a statistical level of significance of 0.05.
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