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<strong>Online</strong> Insurance Services• <strong>Online</strong> term life insurance:• One of few products for which Internet lowered searchcosts, increased price comparison, <strong>and</strong> resulted in lowerprices• Commodity• Most insurance not purchased online• <strong>Online</strong> industry geared more toward• Product information, search• Price discovery• <strong>Online</strong> quotes• Influencing the offline purchasing decision10-46