MODELING TRUST TO STUDY CONSUMERS ACCEPTANCE OF ONLINE SHOPPING

The Internet has unique characteristics that provide ever-changing opportunities for online companies. Due to this technology, nowadays consumers are always on the verge of accepting new online applications or using the web to substitute traditional activities, such as purchasing by switching to online shopping. This paper theoretically develops and empirically validates a research model that predicts consumer acceptance of e-commerce, by incorporating trust in the well-known technology acceptance model.