Why does a consumer adopt online shopping : exploring the antecedents of TAM in B2C e-commerce.

Abstract

Online shopping behavior of consumers is one of the widely researched topics in the B2C e-commerce area. Most of prior studies focused on identifying the factors that influence the online shopping intention of consumer. In the literature, many researchers have successfully employed TAM to understand website use. Later on, various researchers tested TAM in B2C e-commerce by incorporating trust. Gefen et al. (2003) explore the antecedents of trust and give a good conclusion on studies that focus on integrating trust with TAM.