Effect of customization, core self-evaluation, and information richness on trust in online insurance service: Intelligent agent as a moderating variable
| Autor: | Chi-Hsiang Wen, Haider A. Khan, Shu-Hua Chien, Jyh-Jeng Wu |
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| Rok vydání: | 2022 |
| Předmět: |
Service (systems architecture)
Knowledge management Computer science business.industry Strategy and Management 05 social sciences computer.software_genre Moderation Structural equation modeling Personalization Intelligent agent Core (game theory) Core self-evaluations 0502 economics and business 050211 marketing Species richness Business and International Management business computer 050203 business & management |
| Zdroj: | Asia Pacific Management Review. 27:18-27 |
| ISSN: | 1029-3132 |
| DOI: | 10.1016/j.apmrv.2021.04.001 |
| Popis: | The study explores trust in the online insurance industry and examines the moderating effect of intelligent agents on customization, core self-evaluation, and information richness on trust. Data were collected online from a total of 606 valid questionnaires. Structured equation modeling is employed to confirm the proposed model. The results show that customization, core self-evaluation (CSE) and information richness have a significant, positive causal influence on trust. Intelligent agent moderates positively the relationship between core self-evaluation, information richness and trust. However, it does not show to moderate the relationships between customization and trust. This study introduces “intelligent agent” as a moderating variable. The intelligent agent positively moderates trust between the CSE and information richness. However, intelligent agent does not moderate the relationship between customization. |
| Databáze: | OpenAIRE |
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