Abstract

Purpose: In response to the increasing digitalization of the insurance market, insurance companies have actively established online sales channels and implemented strategic marketing efforts focusing on purchase usefulness and low-price strategies. Utilizing these channels enables companies to enhance consumer satisfaction compared to traditional offline sales. This study aims to analyze how perceived usefulness and trust influence favorable emotions, and how these emotions in turn reinforce active purchase behavioral intentions among insurance consumers in online insurance shopping environments. Research design, data, and methodology: Grounded in attitude theory, this study proposes a conceptual framework to investigate the relationships between Perceived Usefulness (PU), Ease of Purchase Service Use (EPSU), Service Trust (ST), and Price Competitiveness (PC) on Favorable Emotions (FE), and the subsequent impact of FE on Active Purchase Intention (API). Data were collected through an online survey targeting consumers who had previously purchased insurance products via online channels. The data were analyzed using the Partial Least Squares (PLS) structural equation modeling approach. Results: The analysis revealed that PU, EPSU, and ST significantly influenced FE, while PC did not have a significant effect on either FE or PU. Furthermore, FE was found to have a strong and positive influence on API. These findings offer meaningful insights into the psychological mechanisms underlying consumer behavior in online insurance markets. They also provide practical guidance for insurance companies to develop more effective and consumer-centric online marketing strategies moving forward.