Will Insurance Brokers Use Mobile Insurance Service Platform: An Integration of UTAUT and TTF

摘要

Mobile insurance service platform enables insurance firms to improve the quality of insurance services by providing faster means of communication and timeliness of operation. The platform allows insurance brokers to serve their customers immediately anytime and anywhere. To reach the benefits, however, insurance brokers must have intention to use the implemented mobile platform. Thus, insurance firms have to understand insurance brokers' intention towards mobile insurance service platform. Consequently, identifying determinants of insurance brokers' intention to use mobile insurance service platform is a valuable focus of research. Therefore, this study will propose a theoretical model by combining the perspectives of UTAUT and TTF theory. The theoretical model will be proposed and verified, in order to understand insurance brokers' intention in mobile insurance service platform. The results of this study will help establish practical IT strategies for implementing mobile insurance service by providing information about perceptions of insurance brokers to insurance firms.