This research is mainly focused on the adoption of cloud computing in the information technology (IT) industry of a developing country, Pakistan by using the theoretical lens of technology acceptance model (TAM) and Elaboration Likelihood Model (ELM). Cloud computing, being one of the latest...

Although there is a large body of research on trust in e-commerce, a crucial gap is that extant studies have not examined the role of perceived enjoyment on trust in the presence of risk perception in Arab countries. In this paper, an online trust model is presented that exhibits the impact of...