| Summary: | 碩士 === 靜宜大學 === 資訊碩士在職專班 === 103 === Currently, mobile service has been a critical indicator for improving business services. This trend also induces the insurance practitioners to develop mobile insurance services (MIS). To understand the acceptance of MIS, this study is based on technology acceptance model to explore the mediator role of perceived value in the model. Structure Equation Modeling was conducted and the consumers who have the experience of MIS were investigated. The findings reveal that perceived ease of use is positively associated with perceived usefulness, and perceived usefulness is positively associated with perceived value, which in turn increases usage intention in MIS. Besides, subject norm is positively associated with usage intention in MIS, but not influence perceived value.
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