Applying TAM in B2C E-Commerce Research: An Extended Model

As one of the most widely accepted adoption models in information systems research, the technology acceptance model (TAM) focuses exclusively on cognition-oriented constructs such as perceived usefulness and perceived ease of use. This perspective may have limited the explanatory power of TAM when it is utilized in studying consumers’ adoption intentions of online shopping. Based on the contrasts between e-commerce systems and traditional workplace information systems as well as empirical findings from a variety of recent e-commerce research works, this paper analyzes an extended model which integrates three additional constructs: trust, social presence, and perceived enjoyment. The interrelationship between these constructs is also explained. Empirical validations of this extended model are expected in future research.