Influencing factors of the extent, timing, and pattern of online insurance adoption

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-09-05 DOI:10.7903/ijecs.2078

Mst. Samanta Nasrin, Wirawan Dony Dahana

引用次数: 0

Abstract

This study investigates the influence of consumer traits, product attributes, marketing activities, and word of mouth (WOM) on three aspects of online insurance adoption: the number of products adopted, adoption timing, and adoption pattern. We empirically examine the relationships between these variables using data from 509 consumers collected through an online survey. The results from three statistical analyses suggest that consumers with low social needs, are price-conscious, and perceive fewer risks when buying on the Internet tend to purchase more online insurance products. Furthermore, products advertised on television and the Internet or perceived as having high premium variability are likely to have shorter adoption timing than other products. Moreover, the adoption of an insurance product appears contingent upon the type of insurance previously adopted and the attribute discrepancy between products. Finally, we discuss the managerial implications of our findings to increase the effectiveness of marketing efforts.

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网络保险采用的程度、时间和模式的影响因素

本研究调查了消费者特征、产品属性、营销活动和口碑对网络保险采用的三个方面的影响：采用的产品数量、采用的时间和采用的模式。我们使用通过在线调查收集的509名消费者的数据，实证研究了这些变量之间的关系。三项统计分析的结果表明，社交需求低、价格意识强、在互联网上购买风险较小的消费者倾向于购买更多的在线保险产品。此外，在电视和互联网上做广告或被认为具有高溢价可变性的产品可能比其他产品采用时间更短。此外，保险产品的采用似乎取决于以前采用的保险类型和产品之间的属性差异。最后，我们讨论了我们的研究结果对提高营销工作效率的管理意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.