Title: Factors influencing the purchase of travel insurance over mobile banking

Authors: Chi-Hsuan Lin; Kuang-Hsun Shih; Wei-Chuan Wang; Lee-Fen Chuang; Wei-Chun Tsai; Chung-Fu Huang

Addresses: Business College of Minnan, Normal University, Fujian Province, China ' Department of Banking and Finance, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei, 11114, Taiwan ' Department of Banking and Finance, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei, 11114, Taiwan ' Research Institute of Enterprise Practice Management Digital, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei, 11114, Taiwan ' Department of Information Management, Wufeng University, 117, Sec 2, Chiankuo Rd, Minhsiung, Chiayi County, 62153, Taiwan ' College of Environmental and Chemical Engineering, Zhaoqing University, Zhaoqing Avenue, Duanzhou District, Zhaoqing City, Guangdong Province, China

Abstract: By adopting the Davis's technology acceptance model and introducing the variables of system quality, information quality, and service quality from the information system success model, this study's purpose is to combine these two models to explore the factors that influence consumers to purchase travel insurance through the mobile banking system. In our entire study process, total 300 survey questionnaires were collected, approaching a response rate of 100%. Due to the insufficient number of samples and this is a new issue, it may lead to insufficient statistical analysis. Moreover, the number of valid questionnaires was 261, approximately 87% of the response rate. Research results show the following: in our hypothesis test, only one of the 12 hypotheses is not valid. Last, the study provides recommendations and directions for the financial industry to use as reference when promoting mobile banking operations in the future.

Keywords: technology acceptance model; TAM; information system success model; ISSM; mobile banking; structural equation modelling; SEM.

DOI: 10.1504/IJMC.2020.105843

International Journal of Mobile Communications, 2020 Vol.18 No.2, pp.158 - 174

Received: 20 Oct 2017
Accepted: 19 Sep 2018

Published online: 16 Mar 2020 *

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