INSURTECH ADOPTION IN INDIA: UNDERSTANDING CUSTOMER ACCEPTANCE OF ONLINE HEALTH INSURANCE SERVICES.

The insurance sector in India is shifting rapidly, hence it is crucial to know the evolving expectations and behaviors of consumers. The study identifies the factors that influence the Indian health insurance customers to utilise online health insurance portals. The study is exploratory research in nature and based on Unified Theory of Acceptance and Use of technology (UTAUT). The data was gathered by choosing simple random sampling, and the views of 300 users of online health insurance in India were analysed. A standardized questionnaire was used to gather the data. The data was analysed using Cronbach’s Alpha, KMO Bartlett’s Test, and Principal Component. The study revealed seven components including, performance expectancy, effort expectancy, facilitating conditions, social influence, trust in Insurtech and behavioral intention significantly impact customer adoption behavior. Further studies can explain how Insurtech is used by different segments of the Indian population in the long run.