Sabine Gebert-Persson, Mikael Gidhagen, James E. Sallis and Heléne Lundberg
The purpose of this paper is to develop and test a theoretical framework explaining the adoption of online insurance claims characterised by infrequent interactions, inherent…
Abstract
Purpose
The purpose of this paper is to develop and test a theoretical framework explaining the adoption of online insurance claims characterised by infrequent interactions, inherent complexity and risk. It extends the technology acceptance model to include knowledge-related and trust-related beliefs.
Design/methodology/approach
The framework is tested with structural equation modelling using data from a survey of 292 customers who made online insurance claims. Findings are further explained through 30 telephone interviews conducted with online and offline claimants.
Findings
Previous research in financial services has shown trust to be equally or more important than perceived usefulness and perceived ease of use in forming attitudes towards adopting online insurance applications. The findings of this paper contradict this by showing, at best, a weak relationship between trusting attitude and intention to use the online service. Trust is somewhat meaningful; however, perceived ease of use, perceived usefulness and technology attitude are substantially more important in an online insurance claims setting.
Research limitations/implications
Contradictory results always beg further research to assure their robustness. Nevertheless, they can also point to a developing trend where trust in the internet channel, per se, is of diminishing importance. Internet and product knowledge are not as pertinent to forming intentions as usefulness and ease of use.
Practical implications
To encourage customers to adopt online applications for a trusted company, all emphasis should be on user friendliness and perceived usefulness of the online interface.
Originality/value
Compared to other channels, consumers are no longer naïve or distrustful of the online channel for interacting with a firm. If they perceive usefulness and ease of use, they will adopt the offered service.
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Mikael Gidhagen and Sabine Gebert Persson
The purpose of this paper is to develop a conceptual model for explaining insurance customers' intentions towards using the internet as a channel for communication and interaction…
Abstract
Purpose
The purpose of this paper is to develop a conceptual model for explaining insurance customers' intentions towards using the internet as a channel for communication and interaction with insurance companies by integrating Technology Acceptance Model (TAM) and trust.
Design/methodology/approach
The paper seeks to conceptually develop an integrated framework for studying and measuring the perceptions of customers towards using the internet as a source of communication and interaction. The TAM model is taken as a point of departure where trust and trustworthiness, being essential in insurance relationships, have been included in the model. Trust is divided into perceived competence, perceived benevolence and perceived integrity, which in turn affect whether the customer will find the firm trustworthy or not. A second dimension that is developed in this paper is the disposition to trust, which is defined as a customer‐related factor. This disposition to trust is in turn affected by the customer's internet knowledge and product knowledge.
Findings
The paper contributes by developing the model for understanding and explaining factors that affect customers' attitudes and intentions towards on‐line interactions. By emphasizing internet‐, customer‐ and Ffrm‐related factors, it would arguably be possible to explain factors that affect trust, and trustworthiness, as well as the customer's attitudes towards the organization and the communication and distribution channel while also integrating the customer‐specific factors.
Research limitations
The model developed in this paper is conceptual and needs to be tested empirically.
Originality/value
The findings of this paper will serve as a basis for further research aiming at answering the research question on what factors affect customers' attitudes towards using the internet as an interface within the financial services sector. It also contributes to practices by identifying and defining factors that can affect trust in relationships as well as the choice of communication and distribution channels depending on customers' attitudes.
Mikael Gidhagen, Oscar Persson Ridell and David Sörhammar
The objective of this paper is to present an empirically founded outline of value creation and the orchestration of this process.
Abstract
Purpose
The objective of this paper is to present an empirically founded outline of value creation and the orchestration of this process.
Design/methodology/approach
A qualitative study of the video game industry was undertaken for which data were collected through use of both primary and secondary sources. The gathered data enabled a categorization of the industry, from both a user and a firm perspective, into different archetypical modes of value creation.
Findings
The study adds to the understanding of value creation by illustrating that a firm can orchestrate the process through which value is created by being: an inspirator; a facilitator, and an attendant. In illustrating the continuity of this process, the paper introduces the orchestrating firm and the value emergence process.
Research limitations/implications
In describing the modes through which interaction occurs within the video game industry, the paper provides an outline which can be used for further investigations of value creation. This industry holds, however, certain features making the arguments presented in need of further research.
Practical implications
Based on the empirical findings, an outline is provided for the allocation and deployment of internal resources in order to enable continuous value creation.
Originality/value
The paper empirically exemplifies how value creation is orchestrated by developing firms within the video game industry and illustrates value creation as a continuous process; a value emergence process.