An Integrated Trust Model for Business-to-Consumer (B2C) E-commerce: Integrating Trust with the Technology Acceptance Model

Trust has been viewed through diverse disciplinary lenses like economic, social, psychology, organizational and technology. Researchers approached this topic from a disciplinary perspective. This leads to disjointed and contradictory research. Moreover, researchers have introduced many trust models in order to explain the factors that persuade consumers to trust electronic commerce (EC). However, the majority of these models are case-specific and loosely integrated. Thus, this paper attempts to review many of these models and makes an effort to integrate their findings with the technology acceptance model (TAM) to present an integrated trust model for business-to-consumer (B2C) EC.