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Determinants of Intention to Use Electronic Channel of Automobile Insurance: Applying the UTAUT Model

자동차 보험 거래에 있어서 전자적 채널 이용 의도의 영향 요인: UTAUT 모델의 응용

  • Received : 2012.10.15
  • Accepted : 2013.03.06
  • Published : 2013.03.31

Abstract

Electronic channel of automobile insurance has emerged as an attractive way of lowering costs and saving time to do the transaction for customers. Electronic channel refers to using web sites to find useful information on insurance products, buy automobile insurance, and ask for services related to the insurance. This study suggests a modified model of the UTAUT and examines the factors influencing intention to use electronic channel in the transaction of automobile insurance. Based on 203 responses from potential automobile insurance buyers, the results showed that performance expectancy, effort expectancy, social influence, service expectancy, and security risk are significantly related to intention to use electronic channel. The results also showed that age as a moderator influences the effects of performance expectancy and effort expectancy on intention to use electronic channel. The study results would improve the understanding of the factors to which managers of insurance companies should pay attention in order to increase their sales through electronic channel.

Keywords

Electronic Channel;UTAUT;User Acceptance Of Information Technology;Online Direct Automobile Insurance

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Acknowledgement

Supported by : 부산외국어대학교