Bridging Trust and Technology: The Behavioral Path to AI-Enabled Auto Insurance Apps Acceptance

This study examines whether existing customers are willing to renew insurance policies offered through AI-enabled service systems. Combining trust theory and technology acceptance perspectives, the research proposes that shared values from the company, familiarity with the AI technology, and perceived ease of use enhance perceived trust, which subsequently enhances relationship commitment and consequently continued usage intention. Moreover, Relationship commitment further strengthens intended use. However, high price levels negatively moderate the effects of trust and commitment on continued intention, reducing customers’ willingness to renew AI-enabled insurance services. The study contributes to information systems and digital insurance literature by explaining relational and technological drivers of customer persistence.