Risk-Focused E-Commerce Adoption Model: A Cross-Country Study

Abstract

While e-commerce has proliferated with the growth of the Internet, there have been insufficient research efforts concerning its status in Korea. The United States, in contrast, has made significant efforts in making empirical research on the consumer's adoption of e-commerce. This paper validates the e-Commerce Adoption Model (e- CAM) on the two countries. E-CAM integrates the technology acceptance model with the theories of perceived risk to explain the e-commerce adoption. The study findings not only provide interim support for the generalizability of e-CAM, but also suggest that online firms should consider these contextual factors in order to facilitate consumers' adoption behavior.