A framework for adopting platform-based business models in insurtech

Document Type : Original Article

Authors

1 Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

2 Department of Public Insurance Research, Insurance Research Center, Tehran, Iran

10.48308/jbmp.2025.237837.1649

Abstract

Introduction: Given the importance of the topic of adopting digital insurance technologies, conducting research to identify the factors influencing users' acceptance of digital insurance platform services and providing a framework to enhance the adoption of these platforms is necessary and essential. So far, most studies have focused on examining the factors affecting the acceptance of digital insurance platform services from the customers' perspective, while research on these factors from the viewpoint of insurance service providers has been very limited. Therefore, conducting a study to evaluate the perspectives of industry experts on the factors influencing users' acceptance of digital insurance platform services can reveal the main aspects related to the successful implementation of these services on both sides (i.e., customers and insurers). The objectives of this research are: 1. Identifying the factors influencing user acceptance of digital insurance platform services in the insurtech sector. 2. Providing a framework for the acceptance of business models based on digital insurance platforms in the insurtech sector.
Methods: The method of this study is qualitative. Data were collected through in-depth interviews. In this study, interviews were conducted with 14 insurance industry experts. In this research, thematic analysis was used to analyze the data. The coding of the collected data was carried out accurately using Nvivo software.
Result: In total, 384 initial codes were obtained from 14 interviews, which were then categorized into sub-themes and subsequently into main themes.Based on the identified themes, a framework for the acceptance of insurance platforms was designed.

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History

  • Receive Date: 07 December 2024
  • Revise Date: 05 March 2025
  • Accept Date: 05 April 2025

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