Factors Affecting the Intention to Use Online Distribution Channels of Life Insurance Agents in Vietnam

In the context of solid digital transformation and information technology, marketing and advertising for life insurance are also becoming increasingly diverse. Among them, the new trend is consulting and marketing insurance policies through online platforms such as social networks, phones, and websites, which are becoming increasingly popular. Although the Internet is changing how customers interact with insurance companies, traditional sales methods such as face-to-face contact are still very important, especially for life insurance policies with great value and need high security. Fundamental agency intermediaries continue to play an essential role in this process. This study examines the purpose of using the online channel of insurance agents for their work-related activities by developing an online sales model through a technology acceptance model (TAM) with perceived usefulness factors and perceived ease of use affect the attitude and intention to use online sales methods of life insurance agents in Vietnam today.