ارزیابی پذیرش فناوری بازارگاه های بیمه الکترونیک مبتنی بر مدل UTAUT2

نوع مقاله : مقاله پژوهشی

نویسنده

گروه علوم کامپیوتر، دانشگاه شهرکرد

چکیده

تحول دیجیتال در صنعت بیمه به شدت در حال فراگیر شدن است و بسترهای متعدد ارائه دهنده خدمات بیمه الکترونیک در حال توسعه و شیوع بوده و این صنعت در حال گذر و انتقال به دیجیتالی شدن کامل است. در این میان، بازارگاه‌های بیمه الکترونیک با قابلیت‌های مناسبی که در اختیار مشتریان بیمه قرار می‌دهند به شدت می‌توانند در ترویج بیمه الکترونیک در سطح جامعه موثر باشند. علیرغم نقش کلیدی این بازارگاه‌ها، هنوز مدل ویژه‌ای برای پذیرش این فناوری در کشور ارائه نشده است. با تمرکز بر این موضوع، این مطالعه با هدف ارائه مدل پذیرش فناوری ویژه بازارگاه‌های بیمه الکترونیک انجام شده است. بدین منظور مدل پذیرش فناوری UTAUT2 به عنوان مدل پایه پذیرش فناوری بازارگاه_های بیمه الکترونیک انتخاب گردید. سپس، معیارهای ویژه مرتبط با این بازارگاه‌ها در این مدل شناسایی گردیده و مدل اولیه تدوین گردید. در مرحله بعد، ارزیابی این مدل بر اساس جمع‌آوری نظر مشتریان بیمه انجام گردیده و در نهایت بر اساس تحلیل داده‌ها، مدل نهایی گردید. تایج این مطالعه نشان می‌دهد که از میان هفت سازه اصلی در مدل UTAUT2، تنها چهار مورد آن شامل تاثیرات اجتماعی، عادت، ارزش قیمت و انتظار تلاش در پذیرش فناوری بازارگاه‌های بیمه الکترونیک موثر می‌باشند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Electronic Insurance Marketplace Technology Acceptance Model Based on UTAUT2

نویسنده [English]

  • Taghi Javdani Gandomani
Faculty Member, Shahrekord University
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Technology acceptance model
  • electronic insurance
  • online insurance marketplace
  • UTAUT2
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