Title: Examine the investigation of online insurance consumer's buying intention

Authors: Himanshu Barot; Susmita Dutta; Rahul Bhattacharya; Saksham Misra; Ritesh K. Patel; Maulin Shah

Addresses: Karnavati University, Uvarsad, Gandhinagar, Gujarat, India ' Karnavati University, Uvarsad, Gandhinagar, Gujarat, India ' Karnavati University, Uvarsad, Gandhinagar, Gujarat, India ' Karnavati University, Uvarsad, Gandhinagar, Gujarat, India ' Department of MBA, Sanjivani College of Engineering, Savitribai Phule Pune University, Maharashtra, India ' New L.J. Commerce College, L.J. University, Ahmedabad, Gujarat, India

Abstract: The study under consideration pertains to the prediction of customers' online insurance policy purchase behaviour, with a specific focus on major cities located in the Gujarat state of India. The study's variables are formulated based on the prior contributions of the technology acceptance model. The research gathered the viewpoints of 381 participants through a method of convenient sampling, encompassing individuals who were inclined to purchase online insurance as well as those who had already made a purchase. The data analysis was conducted by the researchers using SPSS-20 statistical software, which enabled them to obtain predictive values for buying intentions. The findings derived from the implementation of multiple regression methodologies revealed that the perceived benefit and sustainability factors exerted the greatest impact on the predictive capacity of customers' inclination to purchase insurance via online platforms in the Indian market. The study's model accounted for roughly 64.50% of the total variance in online purchasing intention in the insurance industry. The implications of the research findings extend to policymakers, marketers, and customers operating within the online insurance industry. Finally, the aforementioned findings can assist customers in making well-informed decisions when evaluating various online insurance alternatives.

Keywords: insurance; online; consumer behaviour; multiple regression.

DOI: 10.1504/IJICBM.2025.147922

International Journal of Indian Culture and Business Management, 2025 Vol.35 No.4, pp.440 - 457

Received: 23 Jan 2023
Accepted: 04 Jun 2023
Published online: 11 Aug 2025 *

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