A Structural Equation Model of Car Insurance Customers’ Willingness to use Chatbots

This study investigated the factors that most strongly influence the willingness to use insurance chatbots in car insurance and finally take out a policy. For this purpose, a structural model was developed consisting of the factors perceived ease of use, perceived usefulness, trust, intention to use and intention to purchase. The model was then used to develop a questionnaire. Based on the results of the online survey of 517 participants and partial least squares structural equation modeling (PLS-SEM), the results indicate that perceived usefulness has the greatest direct influence and trust the greatest indirect influence on the intention to use chatbots in care insurance.