UNCERTAINTY AVOIDANCE AND DIGITAL DIVIDE AMONG SALES AGENTS OF INTERNATIONAL INSURANCE FIRMS IN HANOI

Tóm tắt

This research presents an exploratory investigation of sales agents of international insurance
firms in Hanoi, aiming to understand the connection between the Uncertainty Avoidance (UA), as
discussed by Hofstede (2024), and the digital divide identified by Jan van Dijk (2020). The survey
using Google Form was administered to 246 Vietnamese sales agents to collect data for SPSS
analysis. The AMOS path diagram was then employed to test the hypotheses based on the conceptual
model. The findings indicate that Uncertainty Avoidance negatively impacts the digital divide.
Additionally, five other factors - Digital Usage, Digital Accessibility, Digital Affordability, Digital
Support, and Digital Literacy - also influence the digital divide in various ways. Based on these
findings, managerial implications are provided to help bridge the digital divide among sales agents
in international insurance firms in Vietnam. Limitations and future research are also recommended
to enrich this new field of study