The technology of the Internet is highly developed and its use is widely accepted in every aspect of our daily life. To meet the high demands, most companies invest their resource in building e-commerce system to enhance the capacity of the marketing channel. For conventional asset insurance companies, the internet-based insurance ap-plication has been established for many years. The acceptance of the internet-based in-surance application has been attracting many research efforts.
The objective of this study is to investigate the consumer behavior of using the internet-based application for automobile and motorcycle insurance. This study is based on the theory of Technology Acceptance Model (TAM) proposed by Davis in 1989. Us-ing the three recognition factors, perceived usefulness, perceived ease of use, and atti-tude toward use, we establish the recognition level of consumers in using the inter-net-based application for automobile and motorcycle insurance. The model is then ap-plied to various groups of consumers. The method of this study is to integrate informa-tion quality and system quality into website quality as the external variables of TAM. We apply the method to the actual customers who buy automobile and motorcycle in-surance through internet-based application.
The results of the study show the factors affecting the technology acceptance to the internet-based application of automobile and motorcycle insurance. The results can help asset insurance companies in promoting sales channels and providing different market-ing strategies. With the thorough understanding in the consumer behavior of using internet-based application of automobile and motorcycle insurance, a better website and workflow design can increase the number of internet application in the fields.
