An investigation of purchase behavior on spillover-effect health insurance: using an extended TAM

Purpose Wearable technology and mobile commerce have significant applications for both enterprises and customers, but few studies explore purchase behavior regarding wearable technology combined mobile device with the spillover-effect health insurance. The purpose of this study is to investigate customers’ purchase behavior on the spillover-effect insurance products, provide health insurers input for their marketing strategies and enhance policy sales volumes. Design/methodology/approach This study assessed consumers’ purchase behavior regarding spillover-effect health insurance in Taiwan, using the purposive sampling method to collect questionnaire survey of 233 respondents. The data are using analysis of variance, multiple regression and hierarchical regression to analyze and test the hypotheses. Findings The results indicated that all extended technology acceptance model (TAM) variables significantly and positively affected consumer’s attitude toward using spillover-effect health insurance. In addition, consumers’ subjective norms and usage attitudes positively affect their intention to purchase spillover-effect insurance products. However, hierarchical regression analysis result that trust has no moderating effect between usage attitudes and purchase intentions. Originality/value This study examines the understanding of customers’ attitude toward using and intention to purchase spillover-effect in health insurance, by integrating the extended TAM theory. The results have practical implications for customers’ intention to purchase spillover-effect health insurance, and provides innovative services to reduce losses in the health insurance, improves customer health management and contributes to fulfilling the need for marketing evidence in an emerging market of insurance.