The importance of the attitude and willingness of customers towards online purchase of goods and services has become a focal point for many organization directors. The perceived attitudes of customers towards online shopping and their subsequent behavioral tendencies are among very important factors that should be considered in the process of gaining online customers. This study has been carried out in order to analyze and examine the factors that affect customers’ attitude, such as perceived usefulness, perceived ease of use, perceived risk, perceived price in a positive or negative way based on the degree of technology acceptance model and lastly, the effect of attitude on willingness to purchase insurance policies online. This study examines the moderating role of education as an important demographic variable. The statistical population of the research consists of customers who had an experience of purchasing third-party casualty insurance online from Iranian Saman and Parsian Insurance Companies. 393 questionnaires distributed, of which 385 were used in the final analysis. In order to examine and analyze the data, structural equation modeling and SmartPL3 software were used. The findings of the research demonstrated that the four independent variables of perceived usefulness, perceived ease of use, perceived risk, and perceived price had an effect on attitude. Also, the effect of attitude on willingness to buy insurance services online was also noticed, while the variable of education played the role of a moderator in perceived usefulness and attitude.