%0 Journal Article
	%A Yong-Hui Li and  Jing-Wen Huang
	%D 2009
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 29, 2009
	%T Applying Theory of Perceived Risk and Technology Acceptance Model in the Online Shopping Channel
	%U https://publications.waset.org/pdf/15733
	%V 29
	%X As the advancement of technology, online shopping channel develops rapidly in recent years. According to the report of Taiwan Network Information Center, there are almost eighty percents of internet population shopping in online channel. Synthesizing insights from the previous research, this study develops the conceptual model to integrate Theory of Perceived Risk (TPR) and Technology Acceptance Model (TAM) to apply in online shopping. Using data collected from 637 respondents from online survey website, we use structural equation modeling to test measurement and structural models. The results suggest the need for consideration of perceived risk as an antecedent in the Technology Acceptance Model. The limitations and implications are discussed.

	%P 505 - 511