Ali Akbar Bromideh - Strategic Planning Center, IKCO, Thran.Iran

Customer e-readiness is one of the most challenging issues in e-commerce deployment. Literature review reveals that most studies are mainly focused on national and/or organizational level and rarely from customer’s point of view, in particular in developing countries. This subject is covered by evaluating e-readiness of customers in insurance industry through a field study (survey) among auto insurance customers in I.R. Iran. Although, high readiness of customers are assumed by default, but results of the current research endorsed on doubt among insured customers to accept e-commerce. This research reveals that customer motivation, as one of the key factors of e-readiness, plays main and significant role on e-commerce acceptance among other effective components. Not clear benefits sought by purchasing through Interment and ambiguity on Internet usage are the most important factors reducing customer’s e-readiness.

Customer Ability: Customer Motivation: e-Readiness: e-Commerce: e-Insurance: Role Clarity: Technology Acceptance