E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model

A five factor e-shopping adoption model grounded upon TAM and an additional dimension of 'Trust' has been tested through Confirmatory Factor Analysis CFA. For testing the hypothesized relations as part of the conceptual model, Structural Equation Modeling SEM has been employed. A structured instrument has been administered as part of survey to 600 eligible respondents comprising of online shoppers. A total of 539 shoppers spread across national zones, age and gender groups constituted the final sample. Perceived Usefulness PU, Perceived Ease of Use PEOU, Trust, Intention to Use ITU and Attitude towards Use ATU are reliable and valid factors predicting e-shopping adoption. PU and PEOU along with Trust bear significant causation towards ATU. ATU serves as strong predictor of ITU, while PEOU determines PU as well. Further, ATU partially mediates PU and ITU relationship. Present study highlights the applicability of modified TAM framework in predicting the inclination of emerging market consumers to embrace online shopping mediums scantly represented in extant literature.

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