Electronic Insurance Marketplace Technology Acceptance Model Based on UTAUT2

Document Type : Research Paper

Author

Faculty Member, Shahrekord University

10.22104/jtdm.2024.5636.3013

Abstract

The digital transformation in the insurance industry is rapidly pervasive and various platforms providing electronic insurance services are developing and spreading. Indeed, this industry is transitioning to full digitalization. Meanwhile, due to the benefits and provided capabilities, online insurance marketplaces can be highly effective in promoting e-insurance at the community level. Nonetheless, there is no particular model for the adoption of such marketplaces in Iran. This study aimed to propose a particular acceptance model for electronic insurance marketplace in Iran to increase the promotion of such services in the country. To achieve the objective of the research, UTAUT2 model was selected as the base model. Then, special criteria related to such marketplaces were identified in this model and the initial acceptance model was developed. Then, the evaluation of this model was done based on collecting the opinions of insurance customers and the final was developed. The results of this study show that among the seven main structures in the UTAUT2 model, only four of them including social influence, habit, price value, and effort expectancy are effective in accepting the technology of online insurance marketplaces. The other factors do not have a positive influence on the acceptance of these marketplaces.

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Journal of Technology Development Management
Volume 11, Issue 3
December 2023

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History

  • Receive Date: 04 May 2022
  • Revise Date: 29 April 2024
  • Accept Date: 30 April 2024

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