Buying Insurance Online: Are we there yet?

The study has been undertaken with the objective of identifying the factors that influences the online channel adoption intent of the customers for the financial products and to zero in on the segment that is interested in the online channel by combining the identified factors with the demographic and behavioural variables of the customers. New variables had been introduced for the study along with using the variables from existing literature. Exploratory factor analysis had been carried out and 9 factors had been identified. Perceived benefits and Perceived usefulness had emerged as the most influential factor followed by system quality and informational quality.  Segmentation had been done based on the identified factors.