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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.

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