Integrating perceived risk and trust with technology acceptance model: An empirical assessment of customers' acceptance of online shopping in Jordan

This study is set to explore the influence of perceived risk and trust on the consumers' acceptance of online channel for purchase in Jordan. The study proposes a theoretical model based upon the technology acceptance model (TAM), by extending its boundary with perceived risk and trust variables. A questionnaire developed from a previously validated measurement was administered to collect the data using purposeful sampling technique. The model identifies nine hypotheses, which were examined through partial least squares (PLS) statistical tool. Empirically, this study revealed that trust, perceived usefulness, and perceived ease-of-use have direct and positive impact on the consumers' behavioral intention to use online channel for shopping. Also, perceived ease-of-use was found to positively influence the behavioral intention to use online shopping indirectly via perceived usefulness and trust variables. Surprisingly, the results of this study showed that perceived risk has no direct influence on the consumers' behavioral intention, however it has indirect effect via trust variable. Therefore, both perceived risk and trust can be considered influential in increasing instability in the online shopping environment. Managerial implications are provided.