Evaluación de los robots conversacionales en la comunicación asegurado-asegurador en el mercado español con un modelo de aceptación tecnológica
DOI:
https://doi.org/10.26360/2023_6Palabras clave:
Insurtech, Chatbots, Modelo de Aceptación Tecnológica, Gestiones con el asegurador, Modelo de Ecuaciones EstructuralesResumen
Esta investigación analiza la percepción de 63 profesionales de la industria del seguro acerca de la utilidad de los robots conversacionales (chatbots) en las interacciones de los clientes con las aseguradoras en relación a las pólizas en vigor. Para explicar dicha percepción, se utiliza un Modelo de Aceptación Tecnológica (Technology Acceptance Model, TAM) que incluye como variables la utilidad percibida, la facilidad de uso y la confianza en los chatbots. Además, se utilizan dos preguntas abiertas sobre las ventajas y desventajas del uso de esta tecnología. Así, se lleva a cabo un análisis cuantitativo mediante un Modelo de Ecuaciones Estructurales estimado por Mínimos Cuadrados Parciales (MEE-MCP), y un Análisis Cualitativo de las respuestas abiertas.
Los resultados del análisis del MEE-MCP muestran una buena adecuación del TAM a la encuesta utilizada en la investigación, y revelan una influencia significativa directa de la utilidad percibida en la aceptación de los chatbots, así como un impacto también significativo de la facilidad de uso y la confianza, pero mediado por la utilidad percibida. En general, la actitud de los encuestados hacia los chatbots es negativa. Se identificaron diversas razones relacionadas con la dificultad en la interacción con estos, la necesidad de recurrir a la ayuda de un operador humano, la falta de habilidades emocionales como la empatía, la preocupación por la destrucción de puestos de trabajo, la poca fiabilidad y la ausencia de percepción de ventajas en términos de la repercusión de la reducción de costes administrativos en mejoras en los productos ofrecidos.
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Derechos de autor 2023 Jorge de Andres Sanchez, Jaume Gene-Albesa, Laura González Vila-Puchades
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