earticle

영어

The insurance business struggles to find and keep consumers in the modern digital era. Customers today are rapidly flocking to social commerce sites for all their shopping needs, rendering traditional sales channels less effective. The widespread adoption of social commerce platforms has allowed insurance providers to expand their customer base, improve service, and streamline the buying process for their policyholders. The study aims to investigate a conceptual framework representing the factors influencing the person’s future adoption intention toward the purchase of insurance on S-commerce. Based on extensive literature, a total of 10 relationships were hypothesised and statistically examined using Structural Equation Modelling using AMOS. The results reveal that eight out of these ten hypotheses were supported. The effects of Perceived enjoyment on usefulness and relative advantage on perceived risk were not supported. The findings revealed that enhancing consumers’ enjoyment while using the social commerce platform is vital to mitigating the consumers’ perceived risk and increasing the number of relative advantages that may provide distinctiveness to the platform. Moreover, the risk of fraud and security vulnerabilities associated with s-commerce platforms may have adverse effects on customer’s attitudes toward purchasing insurance. The study has significant ramifications for social commerce platforms and insurance providers.