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VOL. 7, ISSUE 2 (2025)
An assessment of E-purchasing of general insurance policies adoption by customers (A case of Professional Insurance)
Authors
Prudence Mazovu, Taonaziso Chowa
Abstract
The rapid advancement of digital technologies
has transformed various industries, including the insurance sector. The
adoption of e-purchasing platforms for insurance policies offers numerous
benefits, such as increased accessibility, convenience, and efficiency.
However, understanding the factors that influence customers' decisions to
engage with these platforms is crucial for insurance providers aiming to
enhance user experience and adoption rates. This study focuses on Professional
Insurance, a company seeking to understand the dynamics of customer engagement
with its e-purchasing platform. Utilizing a quantitative research approach
rooted in positivist philosophy, the research employed a survey design to
collect data from a sample of 303 customers. The survey instrument was
carefully developed to capture various dimensions of user experience, including
performance expectancy, social influence, effort expectancy, facilitating
conditions, and behavioral intentions. A strong positive correlation was found
between customers' perceived benefits and efficiency of the e-purchasing
platform and their actual usage. This indicates that customers who anticipate
greater value and efficiency from the platform are more likely to engage with
it. The study identified a significant positive relationship between social
influence and actual usage. Customers are more inclined to use the platform
when they perceive that it is endorsed or recommended by others in their social
network, such as peers, family, or the wider community. A strong positive
correlation was observed between the perceived ease of use of the platform and
actual usage. Customers who find the platform user-friendly and requiring
minimal effort are more likely to engage with it. A moderate positive
relationship was found between facilitating conditions and actual usage.
Customers who perceive that they have access to the necessary support systems
and resources are more likely to use the platform. A strong positive
correlation was identified between customers' intentions to use the platform
and their actual usage. Customers with a clear intention to use the platform
are more likely to follow through and complete their transactions.
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Pages:9-19
How to cite this article:
Prudence Mazovu, Taonaziso Chowa "An assessment of E-purchasing of general insurance policies adoption by customers (A case of Professional Insurance)". International Journal of Management and Economics, Vol 7, Issue 2, 2025, Pages 9-19
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