A Study on Factors Affecting Intention to Continuous Use of CM Channel Service of General Insurance Companies

The COVID-19 pandemic and the normalization of non-face-to-face interactions have accelerated the growth of CM channels, positioning the MZ generation as key consumers. This study examines the factors influencing continuous usage intentions for CM channel services in non-life insurance companies through empirical analysis. The survey results indicate that economic value significantly impacts continuous usage intentions, whereas customer orientation and product benefits contribute to expectation fulfillment and perceived usefulness. The study identified generational differences in digital information acquisition and observed a decline in perceived usefulness with repeated use. This study provides practical insights for developing CM channel strategies and enhancing customer satisfaction.