Customer behavior and adoption · Empirical questionnaire study using structural equation modeling.
Trust and TAM in Online Shopping: An Integrated Model
David Gefen, E. Karahanna, Detmar W. Straub (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly. https://doi.org/10.2307/30036519.
Plain-English take
Trust, perceived usefulness and perceived ease of use jointly explained intended online-shopping behavior; trust complemented TAM. For your marketing: Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
2.5/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical questionnaire study using structural equation modeling.
Online shoppers evaluating an electronic-commerce website.
Judged from the publisher-described design and comparison; consult the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Does trust add explanatory power to TAM for online shopping?
Design
Empirical questionnaire study using structural equation modeling.
Sample and setting
Online shoppers evaluating an electronic-commerce website.
Reported result
What the study found
Trust, perceived usefulness and perceived ease of use jointly explained intended online-shopping behavior; trust complemented TAM.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Cross-sectional perceptions and intention in one online-shopping context cannot establish behavior over time or generalize to subscription-product retention.
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
The publisher abstract reports an integrated trust/TAM model and empirical testing in online shopping. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses publisher metadata/abstract and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.