Explaining customers' willingness to use mobile network-based pay-as-you-drive insurances

Authors:
Torsten J. Gerpott;Sabrina Berg
Affiliations:
Mercator School of Management, University of Duisburg-Essen, Lotharstr. 65, D-47057 Duisburg, Germany;Mercator School of Management, University of Duisburg-Essen, Lotharstr. 65, D-47057 Duisburg, Germany
Venue:
International Journal of Mobile Communications
Year:
2013

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Abstract

Technical progress in the field of information and telecommunication ITC technology enables insurers to offer pay-as-you-drive PAYD motor liability insurances, which take vehicle-specific accident risks into account to derive risk adequate individualised insurance rates. There is a dearth of research concerning customer perception-based factors, which influence the willingness of residential policy-holders to use PAYD. This paper reports results of partial least squares PLS analyses of questionnaire data of a sample of 315 German-speaking car drivers, which explore to what extent seven customer perception-based factors are suited to predict interindividual differences in the intention to use PAYD in the future. The subjects' readiness to provide an insurer with their own driving data for precisely defined purposes and under clear conditions emerged as the independent construct associated most strongly with willingness to use PAYD WUPAYD. Implications are discussed for car insurers, mobile network operators and theory formation concerning the acceptance of innovative mobile service offerings.