Paper Number

1658

Paper Type

SP

Abstract

This study investigates the influence of social capital and consumer empowerment within the context of online insurance purchasing. Insurance, as a complex financial instrument, requires significant consumer knowledge for understanding. We explore how social capital can help consumers mitigate the knowledge gap in insurance. The research underscores the importance of perceived similarity in digital settings and its impact on consumer behavior. We examine consumer empowerment, characterized by perceived self-efficacy and perceived controllability, and its effect on information evaluation and purchase intentions. By integrating theoretical models and empirical research, we aim to provide insights into factors affecting consumer behavior in the digital insurance market and offer valuable guidance for insurance companies in enhancing online customer engagement and experience.

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Jun 14th, 12:00 AM

THE INFLUENCE OF SOCIAL CAPITAL AND CONSUMER EMPOWERMENT ON ONLINE INSURANCE PURCHASING

This study investigates the influence of social capital and consumer empowerment within the context of online insurance purchasing. Insurance, as a complex financial instrument, requires significant consumer knowledge for understanding. We explore how social capital can help consumers mitigate the knowledge gap in insurance. The research underscores the importance of perceived similarity in digital settings and its impact on consumer behavior. We examine consumer empowerment, characterized by perceived self-efficacy and perceived controllability, and its effect on information evaluation and purchase intentions. By integrating theoretical models and empirical research, we aim to provide insights into factors affecting consumer behavior in the digital insurance market and offer valuable guidance for insurance companies in enhancing online customer engagement and experience.

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