Buyer behavior · Empirical questionnaire study using structural equation modeling.
Trust and TAM in Online Shopping: An Integrated Model
MIS Quarterly · 2003
Summary
Trust, perceived usefulness and perceived ease of use jointly explained intended online-shopping behavior; trust complemented TAM.
For your marketing
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Reported result
What the study found
Trust, perceived usefulness and perceived ease of use jointly explained intended online-shopping behavior; trust complemented TAM.
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.
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.
Research sources
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.