Examining the impact of privacy, Security, and trust on the TAM and TTF models for e-commerce consumers: A pilot study

Abstract

This paper examines the impact of privacy, security, and trust (PST) on the Technology Acceptance Model (TAM) and Task-Technology Fit (TTF) model for consumers of e-commerce. The findings of this pilot study were drawn by designing a structural equation model (SEM) on the impact of privacy, security, and trust (PST) on TAM and TTF models for consumers of e-commerce. The population for this pilot study was university academics and the data was analyzed using SPSS and WarpPLS software. Findings indicate that privacy has a significant influence on perceived usefulness, while Security and trust, have a significant influence on the perceived usefulness and perceived ease of use. Moreover, perceived usefulness has a significant influence on the behavioral intention to use, which in turn has a significant influence on the actual use. Similarly, the TTF model has a significant influence on perceived usefulness and perceived ease of use, but it does not have an influence on the behavioral intention to use.