Customer acceptance of e-commerce: Integrating Perceived Risk with TAM

We are living in technological era which is growing rapidly. The adaptations of information technology applications have already been carried out in various areas of business. In this study perceived risk, perceived ease of use, and perceived usefulness go shaping ecommerce acceptance among potential customers were examined. Drawing on Perceived Risk and Technology Acceptance Model (TAM), the following factors have been investigated to assess the influence of Perceived Risk (Information Misuse Risk (IMR), Failure to Gain Product Benefits Risk (FGPBR), and Functionality Inefficiency Risk (FIR)), perceived ease of use (PEU), and Perceived Usefulness (PU) on customer adoption of e-commerce. The field survey has been carried out for e-commerce acceptance in the Sultanate of Oman, and empirically validated five hypotheses. The results were analyzed using multiple linear regression analysis. Using analyzed data, the model explained 78.2% of the variance in customers' acceptance of e-commerce. It is found that only four out of five constructs (Information Misuse Risk, Failure to Gain Product Benefits Risk, and Functionality Inefficiency Risk, and perceived ease of use) have significant effect on customer acceptance of e-commerce. Implications, suggestions, and limitations of study have also been discussed.