The Evolution of Insurance Purchasing Behavior: An Empirical Study on the Adoption of Online Channels in Poland

Purpose: The aim of this study is to examine the evolution of insurance purchasing behavior in Poland, with a focus on the growing role of online distribution channels. The paper seeks to understand the motivations, preferences, and concerns influencing consumer choice between digital and traditional methods. Design/methodology/approach: The research uses a quantitative approach based on a structured online survey of 100 respondents. It explores demographics, purchasing habits, channel preferences, and decision-making factors such as price, trust, and convenience. The analysis identifies behavioral patterns related to digital adoption. Findings: The results show a clear increase in the use and acceptance of online channels, especially for simple insurance products. Consumers appreciate the speed, availability, and price comparison offered by digital tools. However, some still prefer traditional channels for complex purchases due to trust and clarity. A hybrid approach is emerging, combining digital access with agent support. Research limitations/implications: The study is limited by its sample size and focus on the Polish market. It does not explore differences by insurance product type. Future research could expand the sample and analyze specific product categories or the role of AI tools in shaping digital insurance experiences.Practical implications: The findings suggest that insurers should improve the usability, transparency, and security of digital platforms. At the same time, maintaining advisory services is essential to support customers who seek personal guidance. Omnichannel strategies appear to be the most effective. Social implications: Digital channels enhance access to insurance, especially for tech-savvy or remote users. Addressing concerns about trust and data privacy may increase consumer confidence and promote digital inclusion in the financial sector. Originality/value: This paper provides empirical data on Polish consumers' online insurance purchasing behavior. It offers valuable insights into digital trends in the insurance sector and supports strategic decision-making in marketing and service design.