Revisiting the Technology Acceptance Model: A Trust-Centric Approach to E-Commerce Adoption

Abstract

With the rise in online shopping activities, there is now a greater necessity to understand how technology-related perceptions and usage of platforms affect consumer trust. Using the modified Technology Acceptance Model, this research investigates the linkages between perceived ease of use, perceived usefulness, attitude towards online shopping, behavioral intentions, actual system use, and user trust. A data sample for this investigation has been gathered using an online survey from consumers in Delhi NCR in the period from April to July 2024. Out of 1,000 respondents approached, 880 have provided their input, and 700 valid responses have been considered for the analysis. The proposed framework has been validated using partial least squares structural equation modeling in SmartPLS. The results reveal that perceived ease of use is positively related to perceived usefulness and attitude towards online shopping. Attitude is found to be positively linked to behavioral intentions and actual system use. Behavioral intentions positively correlate with actual system use, and actual system use positively relates to user trust. This research adds to the literature related to Technology Acceptance Model by identifying trust as a dependent variable which can develop as a result of interactions with the online shopping platform. However, the results should be generalized with caution due to the cross-sectional design and convenience sampling used in the study in Delhi NCR.