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.
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