Jinsoo Park, Korea University, Korea Dongwon Lee, University of Minnesota, USA , Joongho Ahn, Seoul National University, Korea

While e-commerce has proliferated, there has been insufficient research efforts concerning its status in Korea. The United States, in contrast, has made significant effort in empirical research on the consumer’s adoption of e-commerce. This paper validates the e-Commerce Adoption Model (e-CAM) on the two countries. E-CAM integrates the technology acceptance model with the theories of perceived risk to explain the ecommerce adoption. The study findings not only provide interim support for the generalizability of e-CAM, but also suggest that online firms should consider these contextual factors in order to facilitate consumers’ adoption behavior.