The Effects of Social Influence on Mobile Life Insurance Purchase Intention in Zimbabwe

Mediating Role of Brand Attitude

Abstract

This study investigated the influence of social factors and brand attitude on consumers’ intention to purchase mobile life insurance in Zimbabwe, where mobile distribution remains a developing channel. Grounded in the theory of reasoned action, the research employed Structural Equation Modelling to analyse data collected via an online survey. A questionnaire utilising a five-point Likert scale was distributed to a randomly selected sample of 250 customers from a prominent life insurance provider.  Findings indicate that social influence and brand attitude have a substantial impact on purchase intention, with brand attitude acting as a crucial mediator that enhances the influence of social factors. The study concludes that a positive brand attitude is critical in enhancing the adoption of mobile life insurance. The study recommends that insurers invest in strategies that strengthen brand perception to leverage social influence more effectively. The study provides new insights into consumer behaviour in the digital insurance landscape and advances the emerging literature on mobile insurance adoption in developing nations, notably Zimbabwe.