## 1 Introduction  
Countries across the world underwent an unprecedented global health crisis and subsequent lockdowns in 2020-2021 due to the coronavirus disease (COVID-19) pandemic, moreover, social and economic outcomes are still hard to predict at a full scope. It is argued that insurance organizations should focus on the development of hybrid service-based and customer-driven business models, sustainable and innovative digital products, and consolidations, with InsurTech and technology companies, for better digitization of distribution channels [1, 2]. The ongoing global pandemic has revealed a lack of flexibility, emotional connection, and data harmonization with the day-to-day needs of end-users, as well as personalized, situation-based, and easily customizable insurance services, as a part of practical improvements toward the modern insurance [3, 4]. It is important to note intensive and dynamic changes in the market structure, which are mostly determined by a high competition among traditional peers and new virtual incumbents, non-traditional insurance service providers, such as \"Big Tech\", and product manufacturers [5, 6]. From a theoretical point of view, the research refers to predecessor studies in the field of non-life insurance consumer decision-making, such as [PERSON] and [PERSON] (2000) [7], [PERSON] and [PERSON] (2006; 2015) [8, 9], and a cross-border study report by the European Commission (2017) [10]. The present research also follows key findings and limitationsof scientific studies on behavioral patterns in the Baltic insurance market, such as research by [PERSON] and [PERSON] (2014) [11], and longitudinal studies conducted by [PERSON] et al. (2010, 2011, 2013) [12; 13; 14; 15]. Additionally, novel studies of comparison websites [2], multi-sided platforms [1] in the insurance industry and the Service-Dominant Architecture (SDA) [16], as well as insurance literacy [16; 17], were considered. However, a recent increase in practical demands for hyper-personalized support services and digitally customized insurance outcomes of on-demand and usage-based insurance reveal a research gap. There is a need for a multi-tier factor evaluation of the digital insurance environment and multi-agent-based model simulations oriented toward decision making in digital insurance platforms. Therefore, this research aims to extend the existing scientific knowledge on insurance end-user behavioral patterns and frameworks by including and examining factors of customization, personalization, and technological enablers. To investigate this situation, the following research questions have been raised:  
1. How do digital environments and technological factors influence the decision-making process in insurance distribution platforms? 2. What are the predominant factors of insurance decision-making processes in digital insurance platforms? From a methodological point of view, the research follows a triangulation logic, combining an online survey with Fuzzy and Likert logic, simplified art-based method outcomes for information presentation, and an embedded, descriptive case study with statistical data analysis methods, which summarize key findings of the online survey. The structure of this research paper is composed of five main sections. The first section introduces the theoretical background of the topic. The second section provides a detailed description of the research and survey methodology and applied methods. Results of the online survey are presented and analyzed in the third section. The fourth section presents a discussion on research limitations and possible future research directions. The fifth section concludes the main findings from theoretical and practical analyses.