Assessing customer readiness in adopting fintech-modeled service in life insurance

• Main Author: Carillo, Eunice L.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Life insurance—Technological innovations—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6315; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13359/viewcontent/Carillo_Eunice_11693053_Thesis_Paper_1edited.pdf
• Institution: De La Salle University

Life insurance companies in the Philippines have started utilizing Financial Technology or Fintech in servicing, and even in the distribution of life insurance products. Seeing that this has now become a trend in the life insurance industry, the researcher aims to assess the readiness of customers in accepting Fintech in life insurance servicing by utilizing the Technology Acceptance Model (Davis, 1989) and Electronic Commerce Model (Pavlou, 2003), with perceived ease of use, perceived usefulness, and trust as main predicting variables. This study also explores the addition of perceived risk and its role as a moderating factor in the relationship of perceived usefulness and perceived ease of use, to intention to use Fintech in life insurance servicing. Using sequential explanatory mixed-method approach, the study has gathered 220 life insurance customers as survey respondents in the first phase of data gathering, followed by a Focus Group Discussion (FGD) with a total of 3 groups, and 12 participants. Computation using Partial Least Squares – Structural Equation Modeling (PLS-SEM), analysis on quantitative data shows that among the three main predicting variables, only perceived usefulness and trust have significant impact on intention to use Fintech in life insurance. Results of the study also show that there is an indirect effect between perceived ease of use and intention to use, if mediated by perceived usefulness. The study also established the significant moderating effect of perceived risk on the relationship between perceived usefulness and intention to use. Finally, the FGD findings show that perceived usefulness and trust are the strongest considerations of life insurance customers in using Fintech in life insurance. The researcher recommends emphasizing the usefulness of Fintech platforms to life insurance customers with marketing and promotions, and the need to assure life insurance customers of data privacy by reinforcing the credibility and accountability of the life insurance company offering Fintech.