The use of the Internet to purchase in recent years has grown exponentially and has had a profound influence on the purchasing process of many consumers. Customers no longer need to go to the stores to look at and compare prices, but they can view product features, prices, and product capabilities online. The purpose of this study is to provide a conceptual framework for understanding how individual factors such as perceived risk, previous online shopping, gender, perceived ease of use, and perceived usefulness influence the purchase of insurance services in the internet environment. For this purpose, 196 questionnaires were distributed among clients of branches of Razi Insurance Company in Tehran via random sampling. The collected data were analyzed using structural equations modeling. The findings of this research show that a greater understanding of online customer behavior can help companies in their efforts to sell online products and services. Also, perceived usefulness has the greatest impact on customer online shopping.