Insurance company managers must focus on
improving the quality of internet insurance services in the near future. Since
young people are early adopters of internet insurance, insurance companies in
Taiwan must introduce value-added services to young people regarding internet
insurance and provide more convenient services to older customers. This study
investigated the factors that influence the intention of using internet
insurance in Taiwan, adopting the theoretical framework of UTAUT2. The study
determined which factors influence the intention to use internet insurance to
allow insurance companies to develop more marketing strategies. The results of
the study revealed that Performance Expectancy, Effort Expectancy, Facilitating
Conditions, Perceived Risk, and Price Value significantly influenced consumers'
intention to use insurance online services. Facilitating Conditions were also
found to be a mediating variable with enhanced effectiveness between Behavioral
Intention and Use Behavior. The intention to use had a significant effect on
the Use Behavior of insurance network services.
JEL classification numbers: G22, M15, Q55.
Keywords: UTAUT2, Intention to use, Internet insurance services.