The Effect of Service Quality of Internet Insurance on Intention to Purchase Online

With the development of information technology making, it easier to share information and increasing the number of insurance consumers who are accustomed to using digital devices, interest in Internet insurance, in which insurance companies and insurance consumers decide their choice of insurance products on their own, is gradually increasing. Internet insurance is expected to grow dramatically due to convenience of use, low insurance premiums, composition of consumer-oriented products, various information disclosure and comparability with other companies. This study focuses on analyzing the relationship of service quality elements in Internet insurance with intent to use, user’s satisfaction and intent to purchase. The factors that determine the nature of the quality of service were classified into the swiftness of the transaction, autonomy of choice, competitiveness of insurance premiums, and quality of information. A summary of the study is as follows. First, transaction swiftness had a significant effect on the intention to use. It also had a significant effect on user satisfaction. Second, autonomy of choice had no significant effect on the intention to use, or on user satisfaction. Third, the competitiveness of insurance premiums had a significant effect on the intention to use, and on user satisfaction. Fourth, the quality of information had no significant effect on the intention to use, or on user satisfaction. Fifth, the intention to use had a significant effect on the intention to purchase, as did user satisfaction.