Effect of customization, core self-evaluation, and information richness on trust in online insurance service: Intelligent agent as a moderating variable

• Published in: Asia Pacific management review Vol. 27; no. 1; pp. 18 - 27
• Main Authors: Wu, Jyh-Jeng, Khan, Haider A., Chien, Shu-Hua, Wen, Chi-Hsiang
• Format: Journal Article
• Language: English
• Published: Tainan Elsevier B.V 01.03.2022; National Cheng Kung University, College of Management
• Subjects: Artificial intelligence; Cognition & reasoning; Consumer behavior; Consumers; Core self-evaluation; Customization; Fuzzy sets; Information richness; Insurance industry; Insurance policies; Intelligent agent; Internet; Media richness; Online insurance; Personality; Personality traits; Purchase intention; Self evaluation; Startups; Success; Trust; United States > US; Asia; Core self-evaluation; Trust; Customization; Intelligent agent; Information richness; Online insurance
• ISSN: 1029-3132; 2589-8213
• DOI: 10.1016/j.apmrv.2021.04.001

The study explores trust in the online insurance industry and examines the moderating effect of intelligent agents on customization, core self-evaluation, and information richness on trust. Data were collected online from a total of 606 valid questionnaires. Structured equation modeling is employed to confirm the proposed model. The results show that customization, core self-evaluation (CSE) and information richness have a significant, positive causal influence on trust. Intelligent agent moderates positively the relationship between core self-evaluation, information richness and trust. However, it does not show to moderate the relationships between customization and trust. This study introduces “intelligent agent” as a moderating variable. The intelligent agent positively moderates trust between the CSE and information richness. However, intelligent agent does not moderate the relationship between customization.