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이경락(Kyeongrak Lee),이상준(Sangjoon Lee),김상진(Sangjin Kim) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4
Online automobile insurance means to provide automobile insurance services in cyberspace by leveraging the Internet and information communication. In previous relevant papers it has not been explained subscription intention with the interaction among users by social relationships, which is the most important features of the online automobile insurance. In this paper, we proposed an empirical model for the intention of continuous use of online automobile insurance by applying the uses and gratification theory. This model was developed based on a literature review and interviews with non-subscribers of online automobile insurance. And two antecedents factors, the relationship connection(bridging) and the relationship existence(bonding) was introduced based on social network theory for the main reasons of non-subscribing. We verified that the connectivity, informativeness, bridging and bonding had significant influence on the satisfaction of subscribing an online automobile insurance by regression analysis with statistically analyzed survey data. And we also verified the user satisfaction had significant influence on the continued usage intention. We found that the bridging and bonding appeared to be greater impact on user intention rather than connectivity and informativeness. It can be seen that forming customers relationship based on SNS is differentiation strategy compared with traditional pricing strategy in online automobile insurance. Contribution points of this paper are that the bridging and bonding factors used in social network theory and social capital theory are developed for online automobile insurance and that the significant relationship between satisfaction of subscribing online automobile insurance and continued usage intention was verified.
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