VALIDATED INSTRUMENT FOR INSURANCE CHATBOT ACCEPTANCE

Abstract

The rapid digital transformation of the insurance industry and the growing implementation of artificial intelligence have significantly increased the use of chatbots in customer communication. However, despite their expanding application, there is still a lack of validated instruments specifically designed to measure customer acceptance of insurance chatbots. Therefore, this study aimed to develop and content-validate a measurement instrument for assessing chatbot acceptance in the insurance sector. The instrument was developed based on the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) and included five dimensions: perceived usefulness, perceived ease of use, privacy concern, trust, and behavioural intention. Content validity was evaluated by an expert panel using the Content Validity Index (CVI), Content Validity Ratio (CVR), modified kappa coefficient, Aiken’s V, and Kendall’s coefficient of concordance. The results confirmed high content validity across all dimensions and statistically significant agreement among experts. The proposed instrument fills an important methodological gap in insurance research by providing a theoretically grounded and content-validated tool suitable for subsequent psychometric validation and practical application in evaluating customer acceptance of AI-supported communication.