Abstract

This article focuses on examining the impact of web skills, perceived usefulness, subjective norms, perceived web security, and perceived ease of use on online purchase intention. It was also designed to verify the moderating effect of trust among them. Required data was gathered from customers of insurance companies in Malaysia via an online questionnaire. SmartPLS was used to conduct statistical analyses and verify research hypotheses. The findings showed that subjective norms, perceived usefulness, perceived ease of use, and perceived web security are positively associated with online purchase intention. However, the effect of web skills on online purchase intention was not supported. In other words, customers tend to purchase an online life insurance if they believe the process will be easy, safe, and convenient for them. The results also showed that trust moderates the association among subjective norms and intent to buy life insurance online.