The Influence of Perceived Risk and Benefit on the Intention to Adopt Online Insurance in Morocco
DOI:
https://doi.org/10.23882/emss25175Keywords:
Online Insurance, Online Purchase Intention, Perceived Benefit, Perceived Risk, MoroccoAbstract
Cet article examine les facteurs influençant l’adoption de l’assurance en ligne au Maroc, où cette pratique reste marginale malgré la récente mise en place d’une réglementation par l’Autorité de Contrôle des Assurances et de la Prévoyance Sociale (ACAPS). Alors que l’assurance en ligne se développe rapidement à l’échelle mondiale, les consommateurs marocains expriment des hésitations, principalement liées aux risques perçus, notamment la sécurité des transactions et la fiabilité de la plateforme. Pour explorer ces hésitations, l’étude adopte le Technology Acceptance Model (TAM) comme cadre théorique. Un modèle intégré a été proposé, combinant des facteurs positifs (bénéfices perçus) et des facteurs négatifs (risques perçus) pour prédire l’intention d’adoption. Les données ont été collectées auprès d’un échantillon de 202 répondants à l’aide d’un questionnaire en ligne. Les résultats révèlent que l’adoption de l’assurance en ligne est influencée positivement par l’attitude, le bénéfice perçu et l’utilité perçue. Cependant, le risque de performance, le risque financier et le risque de sécurité ont un impact négatif significatif sur cette intention d’adoption. En résumé, l’étude souligne que, pour encourager l’adoption de l’assurance en ligne au Maroc, les assureurs doivent développer des stratégies pour améliorer la sécurité des transactions, la transparence des services et le support client. Des recherches futures pourraient explorer davantage l’impact des différences culturelles sur les perceptions des consommateurs et valider ce modèle dans d’autres contextes.
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