The Role of Internet Involvement, Trust and Perceived Security on Attitude Toward Purchasing Life Insurance Online

Life insurers in Taiwan are major players in the finance industry in terms of asset ratio and business size. However, they stumbled at the path of converting the traditional agent-sales channel to internet despite the high internet penetration rate in Taiwan. This study investigates the role of internet involvement, trust and perceived security on attitude toward purchasing life insurance online. It broadens our knowledge of factors behind consumers’ attitude. All in all, the outcomes of this study support the proposed hypothesis and thereby contribute to the understanding of consumer behaviors toward online purchasing in life insurance sector.