چارچوب پذیرش مدل های کسب و کار مبتنی بر پلتفرم در فناوری بیمه

مقدمه: تحول دیجیتال در صنعت بیمه با ظهور پلتفرم‌های بیمه دیجیتال به عنوان یک نوآوری مهم، چشم‌انداز جدیدی را برای ارائه خدمات به مشتریان ایجاد کرده است. با وجود مطالعات انجام ‌شده در حوزه پذیرش فناوری، تحقیقات جامعی که به‌طور خاص به پذیرش پلتفرم بیمه دیجیتال، به‌ویژه در ایران بپردازد، محدود است. پذیرش این پلتفرم‌ها توسط کاربران، مستلزم شناسایی دقیق عواملی است که بر پذیرش آن‌ها تاثیر می‌گذارد. این پژوهش با هدف شناسایی عوامل موثر بر پذیرش پلتفرم‌های بیمه دیجیتال و ارائه چارچوب پذیرش آنها انجام شده است.روش شناسی: این پژوهش از نظر هدف، کاربردی است. در این پژوهش از رویکرد کیفی و روش تحلیل تم، برای شناسایی عوامل موثر بر پذیرش پلتفرم‌های بیمه دیجیتال استفاده شده است. روش نمونه گیری پژوهش از نوع هدفمند است. داده‌های پژوهش از طریق 14 مصاحبه نیمه‌ساختاریافته با خبرگان صنعت بیمه گردآوری شده و با استفاده از نرم‌افزار nvivo کدگذاری شدند. مراحل تحلیل شامل کدگذاری اولیه، بازبینی و استخراج تم‌های فرعی و اصلی است.یافته ها: بعد از کدگذاری مصاحبه ها، درمجموع 384 کد بدست آمد. نتایج پژوهش نشان داد که پذیرش پلتفرم‌های بیمه دیجیتال تحت تاثیر 8 تم اصلی همچنین 35 تم فرعی قرار دارد. براساس تم های بدست آمده، چارچوب پذیرش پلتفرم های بیمه طراحی شد.

a framework for adopting platform-based business models in insurtech

introduction: in the midst of the fourth industrial revolution, which was initiated by the world economic forum in january 2016, the insurtech sector, or insurance technology, emerged with various new digital technologies. the ecosystem of the insurtech industry consists of users, insurance companies, digital technology firms, and government organizations. platform-based business models have emerged as a key strategy for insurtech companies to offer innovative products and services. despite the growing market interest in insurtech and the continuous increase in new insurtech services, there have been limited studies conducted on insurance platforms so far. 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). this research addresses an important gap in the studies by providing a framework specifically designed for the acceptance of platform-based business models in the insurtech sector, and for this reason, it is significant. 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 present research is applied in terms of its objective. the method of this study is qualitative. this method was chosen based on the nature of the topic, which involves an in-depth examination of the experiences and opinions of industry experts regarding the factors influencing the adoption of these platforms. the statistical population of this research includes experts and specialists in the insurtech field and the insurance industry. purposeful sampling was used in this study. additionally, snowball sampling was employed to identify the samples. data were collected through in-depth interviews. the design of the interview questions was based on a review of the research background and theoretical literature to ensure that all key and important aspects of the research topic were adequately covered. in this study, interviews were conducted with 14 insurance industry experts. the interviews continued until theoretical saturation was achieved. the criteria for selecting experts included having at least five years of work experience in the insurance industry and familiarity with and mastery of insurtech and insurance platforms. in this research, thematic analysis was used to analyze the data. the coding of the collected data was carried out accurately using nvivo software. the cohen's kappa coefficient was used to measure reliability in this study. for this purpose, two interviews were randomly selected and given to a coder other than the researcher. after the coding of the interviews by this coder, the cohen's kappa coefficient for these two interviews was found to be 0.64 through the software. result: in total, 384 initial codes were obtained from 14 interviews, which were then categorized into sub-themes and subsequently into main themes. the main themes included risks of using the platform, pricing of services on the platform, characteristics of platform users, governance practices by the platform, user experience of the platform, technology infrastructure, omnichannel marketing, and insurance culture development. based on the identified themes, a framework for the acceptance of insurance platforms was designed. this framework consisted of 8 main dimensions and 35 sub-dimensions. all the dimensions obtained in the research framework were derived from interviews conducted with industry experts in insurance. conclusion: in this research, the factors influencing the acceptance of insurance platforms were identified through interviews with industry experts. one of the significant factors affecting customer acceptance was the risks they considered when using the platform. these risks have a negative impact on the acceptance of insurance platforms. the most important of these risks are customers' concerns about the security of personal information, their lack of trust in online shopping, and their inability to make decisions. the second factor is trust in the platform. one of the key elements that builds customer trust is recommendations from other users. additionally, having strong support from the platform plays a significant role in establishing trust. the next issue is the cultural promotion of insurance. many individuals still lack awareness of insurance platforms. furthermore, various insurance products available on these platforms are not frequently purchased by individuals, indicating a weakness in the insurance culture in the country. the marketing activities carried out by a platform play a significant role in its recognition. the most important of these activities are advertising on social media and television commercials. the user experience of customers when using insurance platforms is crucial for their acceptance. the key factors that contribute to creating a desirable user experience are the use of artificial intelligence and an attractive platform design. user characteristics are another influential factor in the acceptance of platforms. according to the results obtained, younger individuals with high decision-making power and a willingness to take risks show a greater tendency to use insurance platforms. the next factor is the pricing of services on the platforms. platforms offer more discounts compared to physical agencies, which leads to attracting customers. the final factor is the technological infrastructure, with internet speed in the country being the most important subset. slow internet speeds can reduce the likelihood of customers making online purchases.