Vol. 8 No. 06 (2026): Volume 08 Issue 06

The digital transformation of financial services has significantly altered how insurance products are marketed, distributed, and purchased. Electronic purchasing platforms have emerged as strategic channels through which insurance providers can improve accessibility, reduce operational costs, and enhance customer experience. Despite the growing availability of digital insurance services, customer adoption remains inconsistent across markets due to technological, organizational, behavioral, and security-related factors. This study evaluates customer adoption of electronic purchasing platforms for general insurance policies within Professional Insurance Services. The research synthesizes existing literature on technology acceptance, e-commerce adoption, digital insurance systems, online consumer behavior, and organizational effectiveness to develop an integrated framework for understanding adoption behavior. A quantitative research design is proposed, employing survey-based data collection and statistical analysis to examine the relationships among perceived usefulness, ease of use, trust, website quality, perceived risk, service quality, cybersecurity concerns, and customer purchase intentions. The findings indicate that website functionality, service quality, trustworthiness, and perceived convenience significantly influence adoption decisions, while perceived risk and cybersecurity concerns negatively affect acceptance. The study contributes to the growing body of knowledge on digital insurance adoption by integrating technological and consumer behavior perspectives. Practical implications are provided for insurance organizations seeking to enhance customer engagement, improve platform design, and increase electronic policy purchases. The study further identifies strategic opportunities for Professional Insurance Services to strengthen digital competitiveness through customer-centered platform optimization and enhanced digital trust mechanisms.