Investigating factors for using insurance apps by customers: a study of a developing country

With the fast development of insurtech, many researchers are doing research in understanding customer behavior regarding the adoption of insurance applications. However, there is a lack of research on the subject in developing countries such as Vietnam. The primary purpose of this article is to develop a predictive model for the intention to use the insurance application of individual customers in Vietnam. In this research, the quantitative research method is conducted based on survey data collected in Ho Chi Minh City. Data are tested using various methods, such as Cronbach’s Alpha, EFA, Pearson correlation test, and multiple linear regression. From the analysis results, some factors positively influencing the intention to use insurance applications are identified, including Trust, Ease of Use, and Usefulness. However, the impact of Risk on Usefulness is not confirmed based on the sample data. From the analysis results, some managerial implications are made to improve the intention to use insurance applications of customers in Vietnam.