The Effects of Trust on Policyholders' Purchase Intentions in an Online Insurance Platform

This study investigates the three dimensions of trust belief on policyholders' purchase intentions in a third-party online insurance platform. Extending existing studies, we further explore the antecedent factors of trust. We collected 332 samples from the insurance platform Zuihuibao. The results show that two dimensions of trust belief, ability and integrity, can significantly affect policyholders' purchase intentions. Additionally, reputation, system quality, cooperation, financial risk and benefit serve as crucial antecedent factors that affect policyholders' trust beliefs. The theoretical contributions and practical implications are discussed based upon the findings.