The role of perceived risk on Greek internet users' purchasing intention: an extended TAM approach

This study develops and validates an extended model, to predict and explain consumers' intentions to transact with an internet-based Business-to-Consumer (B2C) e-commerce system, based on the Technology Acceptance Model (TAM). In the augmented TAM of this study, additionally to ease of use and usefulness, perceived risk is also proposed to be a direct antecedent of intention to transact. The model was validated using data collected from 195 internet users and analysed using multiple regressions. The results provided substantial support for most of the proposed hypotheses and showed the significance of the extended constructs.