A Matter of Trust? Examination of Chatbot Usage in Insurance Business

Critical success factors such as trust and privacy concerns have been recognized grand challenges for research of intelligent interactive technologies. Not only their ethical, legal, social implications, but also role in the intention to use these technologies within high risk uncertainty contexts must be investigated. Nonetheless, there is a lack empirical evidence about influencing user’s insurance chatbots (ICB). To close this gap, we analyze (i) effect on ICB (ii) importance comparison with widely studied technology acceptance variables perceived usefulness ease use. Based results our online survey 215 respondents partial least squares structural equation modelling (PLS-SEM), findings indicate that although important, other factors, usefulness, are most critical usage.