Consumer Attitude and Behavioural Intention towards Adoption of Online Insurance Services: An Empirical Analysis

Abstract

This study focuses on the factors affecting attitudes and behavioural intentions to adopt online insurance services. The study integrated UTAUT2 constructs with external variables such as government support, perceived credibility, interactivity, and self-efficacy. A structured questionnaire was prepared to collect data through a purposive sampling technique from (420 respondents) online insurance service users, and a structural equation modelling technique was applied to analyse using Amos software version 22.0. The results revealed that performance expectancy, social influence, facilitating conditions, government support, perceived credibility, interactivity, and self-efficacy had significant positive impact on attitude and behavioural intention. Further, the study also proved that attitude has a significant impact on behavioural intention. Effort expectancy was not significantly associated with attitude or behavioural intention to use online insurance services. The mediation outcomes demonstrated that there was no evidence of an attitude-mediated relationship between government support, effort expectations, and behavioural intention. The key contribution is that attitude has been used as a mediator in the relationship between UTAUT2 constructs and behaviour intention. The integrated framework has been utilised in the adoption of online insurance services.

DOI: https://doi.org/10.21863/ijbri/2024.12.2.005

Keywords: Technology, Online Insurance, SEM, UTAUT

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