Factors Influencing Insurance Agents Behavioral Intention And Usage Of Mobile Technologies As Business Tool
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Date
2015
Authors
Low, Pei Imm
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Abstract
This paper aims to study the adoption of mobile technologies in insurance business as a
business tool and its determinants. This study has adopted a modified version of Unified
Theory of Acceptance and Use of Technology 2 (UTAUT2) framework to find the
relationship between UTAUT2 constructs and the intention and use behavior. The constructs
used in this study are performance expectancy, effort expectancy, social influence, facilitating
conditions, hedonic motivation, price value, habit and personal innovativeness. This study
aimed to provide the necessary insights to insurance companies which have the intention to
utilize mobile technologies as a business tool in order to increase their efficiencies in
Malaysia. A partial-least-squares and Structural Equation Modeling approach were used to
evaluate the modified UTAUT2 model. The hypothesized model is validated empirically
using data collected from 208 insurance agents from various insurance companies in
Malaysia. The results suggest that insurance agents' behavioral intention to use mobile
learning is influenced by performance expectancy, social influence, facilitating conditions,
hedonic motivation, habit and personal innovativeness except effort expectancy and price
value. In addition, this study found that gender does not moderate the relationship between all
the constructs and the behavioral intention to use mobile technologies. Experience in using
mobile technologies as a business tool moderates the insurance agents’ personal
innovativeness while age only moderates the relation between habit and the usage of mobile
technologies. The last moderating variable being voluntariness was found to moderate the
effect of habit to the behavioral intention to use mobile technologies. In conclusion, there are
six factors that influenced insurance agents’ behavioral intention and usage of mobile
technologies
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Keywords
Mobile technologies , Insurance business