Published Online:August 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM030825
DOI:10.71329/IUPJMM/2025.24.3.58-79
Author Name:Rekha Handa and Randeep Kaur
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:58-79
The paper investigates the impact of Unified theory of acceptance and use of technology (UTAUT) variables and external dimensions on behavior intention to adopt online insurance. UTAUT, a technology acceptance model, is a synthesis of eight models of information system derived from social psychological theories. The UTAUT framework was used in the study, along with external variables, including self-efficacy and perceived credibility. Purposive sampling was used to acquire data from respondents using a structured questionnaire. To analyze the collected data, structural equation modeling was applied. According to the findings, performance expectancy, effort expectancy, social influence, facilitating conditions, self-efficacy, and perceived credibility, all had a substantial influence on behavioral intention to adopt online insurance. The model accounted for 68% of the variation.
The influence of digital transformation on organization delivery system models has been significant. It has made available an online transaction infrastructure to support a variety of e-commerce apps such as online shopping, stock trading online, online payment, and online auctions (Lee, 2009). India, through its ‘Digital India’ drive, is focusing on enhancing customer digital experience. Increased digital penetration in India is propelling growth and innovation in the insurance business, with insurtechs poised for rapid expansion.1