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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Determinants of Online Purchase Intention Toward Life Insurance in Malaysia: Moderating Role of Trust

Hanaysha, Jalal Rajeh, Chen, Cheah Lee, Abdul Rahim, Noor Fareen, Salamzadeh, Yashar and Hasouneh, Lana Omar (2023) Determinants of Online Purchase Intention Toward Life Insurance in Malaysia: Moderating Role of Trust. Jindal Journal of Business Research, 12 (2). pp. 233-250. ISSN 2278-6821

Item Type: Article


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.

Determinants of Online Purchase Intention Toward Life Insurance in Malaysia.pdf - Accepted Version
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More Information

Uncontrolled Keywords: Malaysia, Online purchase, Insurance, Trust, Purchase intention, Customer purchase behavior, Technology Acceptance Model
Depositing User: Yashar Salamzadeh


Item ID: 16532
Identification Number:
ISSN: 2278-6821
Official URL:

Users with ORCIDS

ORCID for Jalal Rajeh Hanaysha: ORCID iD
ORCID for Yashar Salamzadeh: ORCID iD

Catalogue record

Date Deposited: 08 Sep 2023 14:11
Last Modified: 31 Oct 2023 13:30


Author: Jalal Rajeh Hanaysha ORCID iD
Author: Yashar Salamzadeh ORCID iD
Author: Cheah Lee Chen
Author: Noor Fareen Abdul Rahim
Author: Lana Omar Hasouneh

University Divisions

Faculty of Business, Law and Tourism > Sunderland Business School


Business and Management > Marketing
Business and Management

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