This paper is part of the International Journal of Mobile Applications and Technologies (ISSN: 2944-5671), Volume 1, Issue 1, published in 2025.
Authors
Pascal Gubwe, Misheck Diza, Stephen Mago
Abstract
The COVID-19 pandemic severely crippled the traditional face-to-face life insurance distribution model, which dominated the global life insurance market for centuries. Digital distribution channels that life insurers have long ignored now present the only viable alternative. This article assessed consumers’ perceptions of using mobile technology in purchasing life insurance in Zimbabwe. It was underpinned by The Unified Theory of Acceptance and Use of Technology (UTAUT) model. Data were collected from 250 randomly selected customers of a large Zimbabwean life assurance firm using an online, five-point Likert scale questionnaire. Hierarchical multiple linear regression modelling was adopted to evaluate the effects of performance expectancy and effort expectancy on mobile insurance purchase intentions (PI), after controlling for the effects of age and education. The results revealed that customers’ mobile life insurance purchase intentions were significantly influenced by performance expectancy (p<0.01) and effort expectancy (p<0.01). The study concluded that young and educated consumers were more likely to use mobile gadgets to purchase life insurance if they perceived that the mobile sales platform was effective, productive, and useful, and the process required little effort. These findings offer Zimbabwean life insurers guidelines for product design, development, and marketing through mobile channels considering the COVID-19 pandemic.
Suggested Citation (APA 7th)
Gubwe, P., Diza, M., Mago, S. (2025). Performance and Effort Expectancy as Antecedents of Mobile Life Insurance Purchase Intention in Zimbabwe . International Journal of Mobile Applications and Technologies, 1(1). https://doi.org/10.51137/wrp.ijmat.2025.pgpt.45791
