Buying Insurance Online: Are we there yet?


  • Dr. V. Uma Maheswari Assistant Professor and Head, Department of MBA, Guru Nanak College Chennai, Velachery, Chennai, India
  • Dr. Uma Chandrasekaran Associate Professor, Department of Management Studies, School of Management, Pondicherry University (A Central University), Pondicherry, India


Online Channel, Financial Products, Behavioral Intention, Customer Behaviour, Factor Analysis, Cluster analysis, Insurance, TAM, Segmentation


The study has been undertaken with the objective of identifying the factors that influences the online channel adoption intent of the customers for the financial products and to zero in on the segment that is interested in the online channel by combining the identified factors with the demographic and behavioural variables of the customers. New variables had been introduced for the study along with using the variables from existing literature. Exploratory factor analysis had been carried out and 9 factors had been identified. Perceived benefits and Perceived usefulness had emerged as the most influential factor followed by system quality and informational quality.  Segmentation had been done based on the identified factors.


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How to Cite

Dr. V. Uma Maheswari, & Dr. Uma Chandrasekaran. (2018). Buying Insurance Online: Are we there yet?. Indian Journal of Commerce and Management Studies, 9(2), 30–41. Retrieved from