A Matter of Trust? Examination of Chatbot Usage in Insurance Business

Abstract

Critical success factors such as trust and privacy concerns have been recognized as grand challenges for research of intelligent interactive technologies. Not only their ethical, legal, and social implications, but also their role in the intention to use these technologies within high risk and uncertainty contexts must be investigated. Nonetheless, there is a lack of empirical evidence about the factors influencing user's intention to use insurance chatbots (ICB). To close this gap, we analyze (i) the effect of trust and privacy concerns on the intention to use ICB and (ii) the importance of these factors in comparison with the widely studied technology acceptance variables of perceived usefulness and perceived ease of use. Based on the results of our online survey with 215 respondents and partial least squares structural equation modelling (PLS-SEM), our findings indicate that although trust is important, other factors, such as the perceived usefulness, are most critical for ICB usage.

Chatbots in the frontline: drivers of acceptance

“…Therefore, it is essential to consider user's gratification elements in determining the acceptance of novel technologies such as chatbots. Besides, literature related to technology acceptance showed that privacy concern hinders the acceptance of technology (Rodr ıguez Cardona et al, 2021); therefore, it is also an important element to address the acceptance of chatbot. The study by Fernandes and Oliveira (2021) also called future studies to address consumer acceptance of using automated technologies Chatbots in the frontline by considering the elements of user gratification and privacy.…”

“…For chatbots, customers assume that using chatbots will improve productivity and performance Chatbots in the frontline (Ashfaq et al, 2020), which leads to acceptance of chatbots. A few other empirical studies also argued that perceived usefulness significantly affects the intention to use chatbots (Patil and Kulkarni, 2019;Rodr ıguez Cardona et al, 2021). The importance of perceived usefulness related to the use of chatbot service and how it builds a positive attitude have been discussed in the literature (Brandtzaeg and Følstad, 2017;Zarouali et al, 2018).…”

“…The privacy concern arises if a third party can process, collect and use a user's personal or financial information that is unauthorized, harmful or contrary to the user's interests (Rodr ıguez Cardona et al, 2021). It is basically an individuals' opinion about the risks and potential negative repercussions linked with the sharing of personal information (Rajaobelina K 52,9 et al, 2021;Baruh et al, 2017).…”

Kundenseitige Akzeptanz digitaler Finanzassistenten

“…B. Rodríguez Cardona et al. 2021 ) sowie sogenannte Wearables (z. B. Fitnessarmbänder) im Rahmen verhaltensbasierter Tarife (z.…”

“… 2019 ; Rodríguez Cardona et al. 2021 ). Zudem zeigen andere Studien, dass neben der Nutzenerwartung auch die Kompatibilität mit dem persönlichen Lebensstil sowie die individuelle Innovationsbereitschaft positiv auf die Nutzungseinstellung gegenüber dem Angebot digitaler Finanzdienstleistungsservices wirken (z.…”