The purpose of this study is to investigate the effect on consumers' satisfaction in life insurers' mobile application (App) services. The study based on questionnaire survey and the subjects are consumers which have purchased insurance and used life insurers' App service. Purposive sampling method was used to collect primary data. The data is analyzed through multiple regression and path analyses to test the hypotheses. The research findings are as follows:(1) Consumers' compatibility of cognitive, perceived ease of use and perceived playfulness significantly affected perceived usefulness.(2) Consumers' perceived usefulness, perceived ease of use and perceived playfulness significantly affected customer satisfaction.(3) Consumers' perceived ease of use, compatibility of cognitive and perceived playfulness can indirectly influence customer satisfaction through perceived usefulness. The empirical results have practical implications for reinforces customer relationship management and enhance customer satisfaction of life insurance industry.