Electronic Commerce in Insurance Industry: An Investigation on the Attitudes of Experts Considering their Demographic Variables and Tendency to the Internet

Due to increasing competitive pressures in the business world, a correct understanding of e-commerce and its impacts on the insurance marketing seems essential. Further to the adjustments of expectations, this recognition helpsthe insurance industry managers to make timely and effective decisions and has a pivotal role in preparing e-marketingstrategies for insurance companies to meet the opportunities and threats that technology offers. Therefore, a descriptivestudy was conducted to assess the impact of e-commerce on the insurance marketing mix from the insurance industry aswell as e-commerce experts' viewpoints, considering their demographic variables and internet tendency. According to the results of this study, there is a significant difference between the attitudes of experts toward the impact of ecommerce on the marketing mix component of insurance service more related to the internet tendency and in minor cases, is related to the demographic characteristics.

کلیدواژه ها:

E-commerce ، Insurance ، Marketing Mix ، Internet Tendency ، Demographic Characteristics