Abstract

N Nowadays, people pay more attention to their health when life is improved. Health insurance is especially of interest to customers. In recent years, health insurance has been sold online through insurance companies' websites, insurance applications and e-commerce platforms. This makes it easier for customers to access health insurance. However, the current insurance market also has fierce competition between insurance brands. Therefore, increasing customers' intention to buy health insurance in this form is also a focus of businesses. Therefore, this paper aims to explore the factors affecting the intention to purchase health insurance for individual customers on e-commerce. The theoretical model is adapted from the combined technology acceptance model and the theory of planned behavior, while adding perceived risk and trust factor. Structural Equation Modeling (SEM) is conducted on 212 survey samples, the results show that attitudes towards technology, subjective norms and perceived behavioral control, perceived usefulness, perceived ease of use and trust have an impact on the intention to buy in the form of e-commerce and perceived behavioral control has the strongest impact.