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

International Journal of Electronic Commerce (2003), 59, (4), 69-103.

34 Pages Posted: 7 Mar 2016

See all articles by Paul A. Pavlou

Paul A. Pavlou

Temple University - Department of Management Information Systems; Temple University - Department of Strategic Management

Date Written: 2003

Abstract

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

Keywords: Consumer behavior, perceived ease of use, perceived risk, perceived usefulness, technology acceptance, transaction intentions, trust

Suggested Citation

Pavlou, Paul A., Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model (2003). International Journal of Electronic Commerce (2003), 59, (4), 69-103.. Available at SSRN: https://ssrn.com/abstract=2742286

Paul A. Pavlou (Contact Author)

Temple University - Department of Management Information Systems ( email )

1810 N. 13th Street
Floor 2
Philadelphia, PA 19128
United States

Temple University - Department of Strategic Management ( email )

Fox School of Business and Management
Philadelphia, PA 19122
United States

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