Year: 2025
Type: article
Study design: Observational Study
Abstract: With the growing shift toward digitalization, the online marketing of insurance products has gained significant momentum. This study explores the influence of trust and risk perception on consumer behavior in the context of online insurance marketing. Information was gathered from 710 participants from different regions of India using a standard field survey between January and June 2023. The aim was to measure how consumers rate trust and perceive risk factors such as data protection, information correctness, and claim validity while dealing with digital insurance platforms. The research employs descriptive statistics and inferential analysis, such as multiple regression and structural equation modeling (SEM), to determine the direction and strength of relationships between the most important variables. The findings are that trust is central in reducing perceived risk and positively impacts willingness to buy insurance online. In addition, perceived risk has a significant impact on decision-making, especially for first-time digital users and individuals who have lower digital literacy. The research highlights the importance of insurance firms to increase digital transparency, have secure handling of data, and clearly communicate to build customer trust and encourage broader take-up of online insurance services.
DOI: 10.14419/qc7fyy42
Authors: Siddharth Chaturvedi, Dr. K.T. Vijaykarthigeyan
Institution: SRM Institute of Science and Technology
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4415864572
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