Augmented Reality in InsurTech: UTAUT Insights for Green and Digital Transformation

This study explores the adoption of augmented reality (AR) in digital insurance services through the lens of the unified theory of acceptance and use of technology (UTAUT). As insurers increasingly turn to digital solutions to improve operational efficiency and customer engagement, AR emerges as a promising yet under-researched technology with applications in claims processing, risk communication, and policy visualization. By adapting core UTAUT constructs – performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), behavioral intention (BI), and actual use (AU) – the research employs a scenario-based quantitative design to assess user perceptions and BIs in a simulated AR insurance environment. Data were collected via an online survey targeting individuals with prior insurance experience and basic digital literacy. The structural model was tested using structural equation modeling (SEM). Results reveal that EE, SI, and FC have significant positive effects on BI, and that BI strongly predicts AU. However, PE does not significantly influence BI, suggesting that perceived ease of use and environmental support outweigh functional expectations in early-stage technology contexts like AR insurance. The findings provide both theoretical and practical contributions. Theoretically, the study extends UTAUT to a novel application domain, offering insights into user behavior around emerging InsurTech tools. Practically, it highlights the importance of intuitive design, social endorsement, and infrastructural readiness for fostering adoption. These insights can inform insurers aiming to integrate AR into their digital service strategies.