Investigating the impact of artificial intelligence on customers' purchasing intentions in the insurance industry

Abstract

Artificial intelligence (AI) is transforming customer-insurer interactions by changing the nature of online shopping. This study uses social support theory to examine customer purchase intentions by combining AI technology, customer social media engagement, and the policyholder’s shopping experience. Online surveys were conducted with 385 social media users who had experience purchasing insurance policies online. Partial least squares structural equation modeling (PLS-SEM) was used to examine the data and proposed hypothesis. This study shows that AI positively affects customer experience and customer engagement on social media. Similarly, there is a positive relationship between social media engagement and customer experience, leading to greater customer satisfaction and increased purchase intention. The results suggest that AI can be used on social media to improve customer experience and increase satisfaction and purchase intention.