Factors influencing e-commerce adoption in Jordanian online insurance sector

Type of the article: Research ArticleAbstractThe study aims to evaluate the impact of organizational support, customer awareness, perceived security, and regulatory compliance on e-commerce adoption within the insurance sector of Jordan. A structured questionnaire was administered to 400 participants from executive management, IT, customer service, and compliance departments who worked in ten Amman-based insurance companies. Believing that a quantitative research design matched the analysis requirements, 372 valid responses were gathered and analyzed through structural equation modeling (SEM) operated by AMOS 24. Organizational support, along with customer awareness, was found to have strong effects on adoption behavior because perceived security functions as the primary determining factor. The research results indicated that regulatory compliance failed to have a direct effect on adoption behavior. The study validated construct reliability and validity through confirmatory factor analysis (CFA) since all Cronbach’s alpha values surpassed 0.80 and the composite reliability and average variance extracted measurements fell within acceptable ranges. The study model demonstrated an acceptable fit, as indicated by RMSEA (0.045), CFI (0.942), TLI (0.930), and χ²/df (2.18). Digital transformation in insurance requires organizational programs that provide team-based customer education while maintaining robust privacy measures.