Naslov
Travel Insurance Online Intermediary Platforms: Factors of Influence on Behavioral Intention and the Role of Innovation Adoption Type

Autori
Baldigara, Valentina ; First Komen, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of FEB Zagreb 12th International Odyssey Conference on Economics and Business / Načinović Braje, Ivana ; Jaković, Božidar ; Ferjanić Hodak, Danijela - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2021, 1042-1056

Skup
12th FEB Zagreb International Odyssey Conference on Economics and Business

Mjesto i datum
Šibenik, Hrvatska; online, 09.06.2021. - 12.06.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
travel insurance ; online intermediary platform ; refund ; review ; chatbot

Sažetak
Despite the COVID-19 pandemic having disrupted the travel industry, travel insurance industry is expected to continue growth as more travelers become concerned with safety and opt to reduce risks where possible. The expanding travel insurance market drives growth of insurance intermediaries many of which provide their services online to better meet consumer needs. Not all are equally successful. The purpose of this paper is to understand which options provided by online intermediary platforms influence consumer readiness to purchase travel insurance via a platform and recommend it to others and how the influence of those options changes among different innovation adoption consumer types. The field research was conducted experimentally priming respondents with 16 different scenarios within which 4 chosen options varied on two levels each and then investigating respondents’ behavioural intention by a questionnaire. The snowball sampling method was used and a total of 276 responses were collected. Results show that, consumers have a more favourable behavioural intention towards online intermediary platforms providing non-anonymised reviews than those providing anonymous reviews ; ensuring convenient and safer payment methods than credit cards only ; and giving an option to communicate via virtual assistants than e- mail or phone only. These platform options make a difference especially among innovators, early adopters, and early majority consumer types. The findings are useful for the online travel insurance intermediary platforms to help them increase their convenience and appeal to consumers, but also to insurance companies as a help in choosing adequate online sales distribution channels.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA