The study explores trust in the online insurance industry and examines the moderating effect of intelligent agents on customization, core self-evaluation, and information richness on trust. Data were collected online from a total of 606 valid questionnaires. Structured equation modeling is employed to confirm the proposed model. The results show that customization, core self-evaluation (CSE) and information richness have a significant, positive causal influence on trust. Intelligent agent moderates positively the relationship between core self-evaluation, information richness and trust. However, it does not show to moderate the relationships between customization and trust. This study introduces “intelligent agent” as a moderating variable. The intelligent agent positively moderates trust between the CSE and information richness. However, intelligent agent does not moderate the relationship between customization.

该研究探索了在线保险行业的信任，并检验了智能代理对定制、核心自我评估和信任信息丰富度的调节作用。数据是从总共606份有效问卷中在线收集的。采用结构方程模型来确认所提出的模型。结果表明，定制、核心自我评价 (CSE) 和信息丰富性对信任具有显着的正向因果影响。智能代理正向调节核心自我评价、信息丰富度和信任之间的关系。但是，它并没有显示调节定制和信任之间的关系。本研究引入“智能代理”作为调节变量。智能代理积极调节 CSE 和信息丰富性之间的信任。然而，