Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model

摘要: This paper aims to predict consumer acceptance of e-commerce by proposing a set key drivers for engaging consumers in on-line transactions. The primary constructs capturing are intention transact and transaction behavior. Following the theory reasoned action (TRA) as applied technology-driven environment, technology model (TAM) variables (perceived usefulness ease use) posited acceptance. practical utility TAM stems from fact that is technology-driven. proposed integrates trust perceived risk, which incorporated given implicit uncertainty environment. integration hypothesized independent justified placing all under nomological TRA structure their interrelationships. resulting research tested using data two empirical studies. first, exploratory study comprises three experiential scenarios with 103 students. second, confirmatory uses sample 155 consumers. Both studies strongly support validating hypotheses. discusses implications theory, research, practice, makes several suggestions future research.