TAM provides Essay Example for Free

TAM provides Essay Online trust is essential in e-commerce as such trait is needed to have a healthy relationship among consumers and electronic marketing firms. Trust governs how the consumer behaves in online transactions and activities. The paper aims to evaluate the understanding of online trust in e-commerce and thus have provided one method and two essential models to be discussed. Dr. Hemphill gave us simple factors which influence the formation of online trust. The study suggested that terms and policies must be presented to the consumer through the website in order for the consumer to understand the process of the firm in the businesses in terms of dealing within transactions. Most online marketers will spend much on their website development for people to acquire their services. Thus, some people argue that gaining online trust is not just mere commitment in giving out service; it is included as a package for consumers to get enticed to ask for the firms services and continue to acquire their services. TAM provides an understanding of how technology affects the formation of trust. A model used by many researchers regarding online trust, the TAM evaluates how the perceived ease of use and perceived usefulness of the technology contributes to the trust and dependency of the individual with the technology. As observed in the society, people sees technology, in particular the computer and the Internet, as easy to use and useful. Everyday transactions can be done through this system which makes the lives of people easier and faster. As the paper specified, e-commerce is greatly influenced with this event. And this realization threatens privacy and security measures. Furthermore, a recent study by Lewis supported the direct positive effects of PIIT on perceived ease of use. If a person is more innovative, he will try out the new system with an increased belief about his ability with technology and ease of use perception. (Lewis, 2003) There is great use of the determinants mentioned in the study of Cockcroft (2005) in evaluation the cultural dimensions of gaining trust in e-commerce. The determinants are able to explain online consumer behavior and how cultural and social norms affect the process of gaining online trust. Trust, being one immeasurable trait, is a result of several factors. Several factors affect the formation of trust between consumers and online market firms. Although, the study concluded that only the determinant group collectivism contributes to the effect of cultural aspect in online trust. Another significant conclusion in the study is that trust is not attributed to the mediation between IUIPC and behavioral intention (Cockcroft, 2005). The individual may strongly be motivated to trust an online marketing firm but the intention to involve in the transactions with the firms may be lessened with privacy concerns- Cockcroft (2005). This essay included just the significant determinants to discuss the main objectives of the paper. Limitations on this essay and further improvements for future research First, The Technology Acceptance Model has its set limitations with the technology existed during the time the model was created. Future research regarding the model should define technology in a new perspective. Since technology nowadays is more sophisticated and complex, its revision should consider the situation of employing more refined technologies. TAM should involve more conflict in the models’ perceive ease of use. As researched, the revision for TAM should emphasize the perceive usefulness factor and add analysis on the factor perceive enjoyment. Second, Cockcroft (2005) suggests that future research should include an evaluation regarding the diversity of culture in the society as this can affect the formation of online trust. I would agree and suggests this point well taken by the author. The paper, due to its limitations, have included only the significant determinants in the social and cultural determinants model in line with its objectives, thus there is a need to study several determinants such as institutional collectivism and human interaction. Third, attributed to the limitation of word counting, the essay focused on two research models only. As this is realized, there is a need to discuss more models and provide concrete analysis regarding how different models explains and discern the formation and evolution of online trust in e-commerce. Fourth, the concept of online trust can not be summed or generalized into one formal and concrete model. Thus, to effectively lay a foundation of theories or ideas regarding online trust in e-commerce, future research must be done to accomplish this objective. BIBLIOGRAPHY: 1. ) Merriam Webster Online Dictionary, Definition of Trust, Google search engine, November 4, 2006 2. ) AUGUR, D. (2006) Internet Business Strategy: Internet Business Facts and Statistics Web Development by My Web Gal.