Overview

As information technology changes how people and companies communicate, e-commerce and digital marketing have become essential for most businesses. With new channels and technologies constantly evolving, new possibilities and relationships are emerging for companies and consumers. However, one aspect that remains just as important, if not more so, for professionals is determining the factors and motivations that drive consumers to use digital channels. This study presents, from the perspective of consumer preferences, a quantitative study (logistic regression) on the influence of demographic variables, such as gender, age, and income, on the propensity to purchase insurance via electronic channels. Although e-commerce of tangible products was the precursor and still has greater relevance in quantitative terms, the digital services market is also growing, following the trend of consumer migration to digital channels. This creates a new opportunity (or need for adaptation) for the financial services industry.

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