Persuasive systems design features for promoting insurance through E-wallet penetration

Yeh, Jia Yee (2025) Persuasive systems design features for promoting insurance through E-wallet penetration. Master dissertation/thesis, UTAR.

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Abstract

In Malaysia, a significant societal issue persists—the prevalence of a heavily underinsured population, specifically medical and health insurance. The primary contributors to that dissatisfying situation include the demand-supply gap, distribution network gap and security gap. Given these obstacles, insurtech offers an alternative option for the underinsured population to obtain systematic risk protection at a more affordable cost and flexible contract. Nevertheless, the advent of insurtech has not received welcoming responses from the prospects. The persisting issue of the low insurtech penetration rate paves an avenue to study the role of system design within the context of e-wallet mobile applications. Thus, the present study investigates the persuasive system design (PSD) principles implemented in e-wallet mobile applications to convince users to purchase insurtech products through a Touch ‘n Go (TNG) eWallet case study. The research objectives are: (1) To evaluate the PSD features applied to TNG eWallet based on the design criteria of the PSD model (2) To study the influence of those PSD principles applied toward the perceived persuasiveness among the Malaysian population and (3) To examine the influence of the perceived persuasiveness toward purchase intention of insurance products among the Malaysian population. Adopting TNG eWallet as the case study, the present study utilised purposive sampling to explain how persuasive system design features in e-wallets influence users to purchase insurance products. The study employed a survey questionnaire and recruited a total of 404 samples to participate in the study. The quantitative collected through survey questionnaires are analysed through PLS-SEM. The research findings asserted that Primary Task Support and Dialogue Support do not necessarily contribute to perceived persuasiveness, while Social Support and System Credibility Support do contribute to persuading users to purchase insurtech offerings. The design principles are proven to have interrelated impacts among themselves. Along with that, it is suggested to pay particular attention to principles lying under the System Credibility Support and Social Support in the context of e-wallet mobile applications. Enhancing the trust-building features and social engagement functionalities fosters a greater motivation to translate the e-wallet active users into medical and health�protected consumers, thereby enhancing financial inclusivity. Keywords: e-wallet, insurtech, persuasive system design, intention to buy, PLS�SEM

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