Wei Anni, Abdul Talib Yurita Yakimin, Sharif Zakiyah
Tunku Puteri Intan Safinaz School of Accountancy (TISSA), Universiti Utara Malaysia, Sintok, Kedah, Malaysia.
Accounting Information Systems Research and Development Institute (AISRED), Tunku Puteri Intan Safinaz School of Accountancy (TISSA), Universiti Utara Malaysia, Sintok, Kedah, Malaysia.
Digit Health. 2025 May 29;11:20552076251346656. doi: 10.1177/20552076251346656. eCollection 2025 Jan-Dec.
The aim of this study is to compare the determinants of digital health insurance platform adoption among urban and rural users. The study incorporates a financial literacy (FL) perspective in the unified theory of acceptance and use of technology (UTAUT) model to explore the effect of FL on users' adoption intentions.
This study used a cross-sectional research design, utilising a sample of 389 urban and 323 rural users familiar with digital health insurance platform. Furthermore, this study employed partial least squares multi-group analysis (PLS-MGA) to examine the path differences between urban and rural groups.
The results revealed some differences in the factors that shape the willingness of urban and rural users to adopt digital health insurance platforms. Performance expectancy (PE), effort expectancy (EE), social influence (SI), and FL positively affect the adoption intentions of rural and urban users. However, facilitating conditions only positively affect rural users' adoption intentions. Regarding the moderation effect, FL strengthens the effect of PE on adoption intentions for both urban and rural users. Interestingly, FL shows differences moderating role between urban and rural users in the relationship between EE and SI on adoption intentions.
By introducing a FL perspective, this study addresses the lack of attention to FL in Insurtech studies. It provides a theoretical basis for the government and platform operators in formulating differentiated promotion strategies to help increase the popularity of health insurance in urban and rural areas.
本研究旨在比较城乡用户采用数字健康保险平台的决定因素。该研究在技术接受与使用统一理论（UTAUT）模型中纳入金融素养（FL）视角，以探究金融素养对用户采用意愿的影响。
本研究采用横断面研究设计，对389名城市用户和323名熟悉数字健康保险平台的农村用户进行抽样。此外，本研究采用偏最小二乘多组分析（PLS-MGA）来检验城乡组之间的路径差异。
结果显示，影响城乡用户采用数字健康保险平台意愿的因素存在一些差异。绩效期望（PE）、努力期望（EE）、社会影响（SI）和金融素养对农村和城市用户的采用意愿均有积极影响。然而，便利条件仅对农村用户的采用意愿有积极影响。关于调节效应，金融素养增强了绩效期望对城乡用户采用意愿的影响。有趣的是，在努力期望和社会影响与采用意愿的关系中，金融素养在城乡用户之间显示出不同的调节作用。
通过引入金融素养视角，本研究解决了保险科技研究中对金融素养缺乏关注的问题。它为政府和平台运营商制定差异化推广策略提供了理论依据，有助于提高城乡地区健康保险的普及率。
