The evolution of insurance purchasing behavior: an empirical study on the adoption of online channels in Poland

Gabriela Wojak, Ernest G\'orka, Micha{\l} \'Cwi\k{a}ka{\l}a, Dariusz Baran, Rafa{\l} \'Swiniarski, Katarzyna Olszy\'nska, Piotr Mrzyg{\l}\'od, Maciej Frasunkiewicz, Piotr R\k{e}czajski, Daniel Zawadzki and Jan Piwnik

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Abstract: This paper examines how Polish consumers are adapting to online insurance purchasing channels and what factors influence their preferences. Drawing on a structured survey of 100 respondents with varied demographic profiles, the study explores purchasing frequency, channel usage, price sensitivity, trust, and decision-making behaviors. Results indicate a clear shift toward digital tools, with many consumers valuing the speed, convenience, and transparency of online platforms, particularly for simple insurance products. However, barriers remain, including concerns about data security, lack of personal guidance, and difficulty understanding policy terms. A hybrid model is emerging, where online tools are used for research and comparison, while traditional agents are consulted for complex decisions. Respondents emphasized the importance of trust and personal contact, showing that emotional and psychological factors still play a role in digital adoption. Price was the dominant decision factor, but many consumers also prioritized service quality and reliability. The study concludes that insurers should invest in user-friendly digital experiences while maintaining human support options. Strategic omnichannel integration is recommended to meet diverse customer needs and reduce digital exclusion. Limitations of the study include a modest sample size and focus on the Polish market. Future research should investigate the role of AI in digital distribution, segment preferences by insurance type, and analyze trends across different regions or age groups. This paper adds empirical value to the understanding of insurance distribution and consumer behavior in digitally transforming financial markets.

Date: 2025-10
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