Abstract

Literature reported a dearth of research on Online Health Insurance in Saudi Arabia. The purpose of this paper thus is to understand the antecedents of Consumers’ Purchase Intention toward Online Health Insurance in Saudi Arabia. The paper drew data from 355 Saudi Arabian internet buying communities. The paper used Smart-PLS 3 to analyze the data. The findings show that attitude, perceived behavioral control, subjective norms and perceived trust have significant positive influences on purchase intention toward online health insurance in Saudi Arabia. However, the relationship between religiosity and purchase intention toward online health insurance was not supported. Various theoretical and managerial implications of these findings were discussed.

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