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Issues in Marketing Online Insurance Products: An Exploratory Look at Agents’ Use, Attitudes, and Views of the Impact of the Internet

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  • Kevin L. Eastman
  • Jacqueline K. Eastman
  • Alan D. Eastman

Abstract

This article uses a survey of insurance agents in Florida to examine the manner in which insurance agents use and view the Internet as a method of marketing insurance products. The results of the survey suggest that the agents’ use of the Web and their attitudes toward the Web do not vary by demographic characteristics (including age, education level, gender, and income). In addition, the agents’ perception of the Internet as a threat (rather than an opportunity) does not vary by age or education level and is not correlated with their attitudes toward the use of the Web. However, while Internet marketing and other means of direct selling are viewed by the agents as equal threats to their sales, the agents believe that such marketing by other companies is a greater threat than that done by the companies they represent.

Suggested Citation

  • Kevin L. Eastman & Jacqueline K. Eastman & Alan D. Eastman, 2002. "Issues in Marketing Online Insurance Products: An Exploratory Look at Agents’ Use, Attitudes, and Views of the Impact of the Internet," Risk Management and Insurance Review, American Risk and Insurance Association, vol. 5(2), pages 117-134, September.
    • Handle: RePEc:bla:rmgtin:v:5:y:2002:i:2:p:117-134
    DOI: 10.1111/1098-1616.00013
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    Cited by:

    1. Martin Eling & Davide Nuessle & Julian Staubli, 2022. "The impact of artificial intelligence along the insurance value chain and on the insurability of risks," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 47(2), pages 205-241, April.
    2. Anna Majtanova & Zuzana Brokesova, 2012. "Financial Services Marketing In The Era Of Online Social Network Sites: The Case Of Insurance Marketing," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 21(1), pages 45-66, june.
    3. An Chen & Yusha Chen & Finbarr Murphy & Wei Xu & Xian Xu, 2023. "How does the insurer's mobile application sales strategy perform?," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 90(2), pages 487-519, June.
    4. Yang Ann Shawing, 2015. "Measuring Self-Service Technology Latent Difficulties: Insurance Decisions on Utilitarian and Hedonic Influences," Asia-Pacific Journal of Risk and Insurance, De Gruyter, vol. 9(1), pages 1-33, January.

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