Effect of Trust on e-Shopping Adoption–An Emerging Market Context

Butt I., Mukerji B., Shareef M. A., Ahmed J. U., Huda S. S. M. S.

Journal of Internet Commerce, vol.21, no.3, pp.320-340, 2022 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 21 Issue: 3
  • Publication Date: 2022
  • Doi Number: 10.1080/15332861.2021.1927436
  • Journal Name: Journal of Internet Commerce
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, Aerospace Database, Applied Science & Technology Source, Business Source Elite, Business Source Premier, CINAHL, Communication Abstracts, Computer & Applied Sciences, INSPEC, Metadex, Public Affairs Index, Civil Engineering Abstracts
  • Page Numbers: pp.320-340
  • Keywords: Adoption behavior, emerging market, e-shopping
  • TED University Affiliated: No

Abstract

© 2021 Taylor & Francis Group, LLC.This study investigates the applicability of the technology acceptance model (TAM) for understanding consumer adoption of e-shopping within a developing country. Online surveys with Pakistani college students were conducted. Multiple linear regression revealed that perceived ease of use, trust, perceived usefulness, and shopping experience influence consumers’ attitudes toward e-shopping, emphasizing the applicability of TAM. This study further expands the TAM by incorporating trust in terms of country image, showing that trust has the most significant impact on the intention to purchase from a particular country. Moreover, the levels of trust vary most significantly between these countries, whereby Pakistani consumers are most likely to trust websites originating in developed countries, compared to those from developing countries, and trust websites belonging to their own country the least.