Ensuring Insurance : A study of user expectations on trustworthiness of websites for insurances
Abstract: The rapidly advancing technology and Internet has opened up for many industries to offer e-commerce solutions. While an increasing amount of industries are offering solutions over the web, the quality of these solutions are increasing both visually and functionally. Simultaneously, users are becoming increasingly accustomed to these increasing standards and it is therefore crucial to keep up with these standards in order to seem trustworthy in the eyes of the customers. The insurance industry is starting to implement ecommerce solutions in this increasingly digital world. However, since the expectations on an insurance company differ from other e-commerce industries, this thesis presents a study on what the people, specifically Digital Natives, expect from an insurance company in terms of trust and reliability. Based on the research findings, the goal of this study was to identify and understand the cause of the users preconceived idea of what trust on an insurance website look like. This was done by reading existing research articles and reports, sending out a survey, conducting user testing with an existing insurance websites followed by an evaluation of designed prototype. The results from the survey and the first user testing identified several factors and characteristics that the users' based the conception of trust towards an insurance company on. These factors and characteristics were further tested and verified in a designed prototype and the findings were discussed. Lastly, specific factors of trust for insurance companies were highlighted and a conclusion was made.
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