The Effects of Service Quality Determinants on Intention to Purchase: Focused on Internet Insurance

Abstract

Information technology that makes information sharing easier has been developed, and the number of consumers who are accustomed to using digital devices has increased. With the advent of the non-face-to-face financial era, insurance companies and consumers are increasingly interested in Internet insurance, where customers can meticulously check and subscribe online without going through an insurance agency. Internet insurance is expected to grow further as it is not only a simple product structure, but also is easy to use, with low insurance premiums, and has various information available. This study focuses on analyzing the relationship between quality of service in internet insurance and intention to use, user satisfaction, and intention to purchase. The factors that determine service quality were classified into transaction swiftness, autonomy of choice, competitiveness of insurance premiums, and quality of information. The summary of the study is as follows. First, transaction swiftness had a significant effect on the intention to use and on user satisfaction. Second, autonomy of choice had no significant effect on the intention to use and 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 but had a significant effect on user satisfaction. Fifth, the intention to use had a significant effect on the intention to purchase and user satisfaction had a significant effect on the intention to purchase.