Applying TAM to e-services adoption: the moderating role of perceived risk

Abstract

Consumer adoption of e-services is an important goal for many service providers, however little is known about how different consumer segments perceive and evaluate them for adoption. The technology acceptance model (TAM) explains information systems evaluation and adoption, however the Internet-delivered e-services context presents additional variance that requires supplemental measures to be added to TAM. This research extends TAM to include a perceived usage risk main effect and also tested whether perceived risk moderated several of TAM's relationships. Results indicate that higher levels of perceived risk deflated ease of user's effect and inflated subjective norm's effect on perceived usefulness and adoption intention.