Analysis of Online Insurance Purchase Decisions for Gen X and Millennial Consumers in Indonesia

DOI

10.2991/aebmr.k.220701.059How to use a DOI?

Keywords

Online Insurance; Trust; Price; Company Reputation; Service Quality; Technology; Social Influence; Purchase Decision

Abstract

The trend of selling insurance online is currently increasing quite rapidly. Almost all insurance companies focus on developing insurance marketing and sales through internet/digital media. This study analyzes the factors related to online insurance purchasing decisions made by gen X and millennials consumers. The qualitative approach was used through a literature review related to the research topic. Based on research that analyzes several articles in journals through stages, it was found that online insurance purchasing decisions were influenced by trust factor with company reputation, service quality, technology, and social influences as mediating factors with uncertainty and price as moderating factor. These factors were obtained after doing an advance search, filtering duplication, titles, abstracts, conclusions, and full-text screening. Suggestions for the future are to do in-depth research, especially with the diverse demographic background in Indonesia and more specific online insurance products.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Sugesko Sugesko
AU  - Rahmat Hidayat
AU  - Bambang Widjajanta
AU  - Ratih Hurriyati
PY  - 2022
DA  - 2022/07/12
TI  - Analysis of Online Insurance Purchase Decisions for Gen X and Millennial Consumers in Indonesia
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 304
EP  - 311
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.059
DO  - 10.2991/aebmr.k.220701.059
ID  - Sugesko2022
ER  -