Understanding Factors Influencing Customers’ Intention to Use Digital insurance platforms: evidence from Saudi Arabia

Abstract

Abstract This study explores the key influences on Saudi insurance company customers' behavioural intent to use digital insurance platforms. The present study employs a theoretical model integrating both the (UTAUT2) theory and the adapted D&M(ISS) model. To achieve the study objectives, an electronic questionnaire was implemented and disseminated to a purposively selected cohort of customers belonging to Saudi insurance companies. A final total of 353 valid questionnaires were analysed using SmartPLS (v.4.1.1.5) software, which uses a structural equation model (SEM) to analyse large amounts of data.The findings indicated a statistically significant positive impact on behavioural intention for all structural pathways, with the exception of those relating to information and service quality, where an insignificant effect on usage intent was observed. Furthermore, the explanatory variables (PE, EE, IQ, SI, TRU, SEQ, and SQ) accounted for 59% of this variation, thereby demonstrating their capacity to influence behavioural intention with regard to platform utilisation, and consequently, the utilisation of actual services. The study's findings indicate that Saudi insurance companies should address the shortcomings in their digital platforms and services. These shortcomings primarily concern the responsiveness, reliability, and personalisation of these services. In order to address these issues, the insurance companies should develop data security protocols. The implementation of such protocols would enhance trust and transparency. The present study makes a significant academic contribution by providing companies with a practical approach for improving digital platform efficiency and fostering positive customer intent to use digital insurance services.