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The expansion of ICTs (information and communication technologies) and the intensification of competition have induced firms to sell online. Insurance companies, for instance, have been urged to rely on such new technologies to be able to strengthen their presence on the market. This research used the technology acceptance model (TAM) and the theory of planned behavior (TPB) to study the factors that influence the e-insurance adoption. This study gathers data through a face-to-face administered survey involving insured persons. The hypotheses and the model were tested using AMOS co-variance-based structural equation modeling. The findings showed that perceived ease of use, subjective norms, perceived behavioral control, and attitude are the predominant predictors of the intention to buy insurance online. Those findings provide decision-makers in insurance companies with information useful in designing online offerings, creating a positive attitude towards e-insurance, and attracting customers.