FACTORS INFLUENCING BEHAVIORAL INTENTION TO USE ON-DEMAND TRAVEL INSURANCE

Abstract

This research examines the factors influencing behavioral intention to use on-demand travel insurance by adopting the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as the theoretical framework. The study investigates the relationships among key factors within the UTAUT2 framework that affect consumers’ behavioral intention to use on-demand travel insurance, with the objective of providing recommendations for the development of on-demand travel insurance products that align with users’ needs and service usage behaviors in the digital era. A quantitative research approach was applied, and data were collected from 432 respondents using an online survey. The collected data were analyzed using descriptive statistics to describe respondent characteristics, followed by Confirmatory Factor Analysis (CFA) to assess construct validity and Structural Equation Modeling (SEM) to examine the hypothesized relationships. The findings reveal that performance expectancy related to convenience and plan adjustment, social influence, and habit have statistically significant positive effects on behavioral intention to use on-demand travel insurance, with habit exerting the strongest influence. However, effort expectancy have statistically significant positive effects on performance expectancy related to convenience and plan adjustment.

Keywords: On-Demand Travel Insurance, UTAUT2, Behavioral Intention