This paper aims to predict consumer acceptance of e-commerce by propos-
ing a set of key drivers for engaging consumers in on-line transactions. The primary con-
structs for capturing consumer acceptance of e-commerce are intention to transact and
on-line transaction behavior. Following the theory of reasoned action (TRA) as applied to
a technology-driven environment, technology acceptance model (TAM) variables (per-
ceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance.
The practical utilit y of TAM stems from the fact that e-commerce is technology-driven. The
proposed model integrates trust and perceived risk, which are incorporated given the
implicit uncertaint y of the e-commerce environment. The proposed integration of the hy-
pothesized independent variables is justified by placing all the variables under the nomo-
logical TRA structure and proposing their interrelationships. The resulting research model
is tested using data from t wo empirical studies. The first, exploratory study comprises
three experiential scenarios with 103 students. The second, confirmator y study uses a
sample of 155 on-line consumers. Both studies strongly support the e-commerce accep-
tance model by validating the proposed hypotheses. The paper discusses the implica-
tions for e-commerce theor y, research, a