RELUCTANCE TO ACCEPTANCE : FACTORS AFFECTING E-PAYMENT ADOPTION IN PAKISTAN (THE INTEGRATION OF TRI AND TAM)

This research study aims to highlight the potential and actual elements, that could challenge the adoption of new technology in a developing country. Mostly, customers were hesitant to adopt any new technology because they assumed that it would be more technical and cause discomfort for them, and they may not be able to use it. This research highlighted the behavioral factors of humans, which could be the reason for the acceptance or rejection of new technology. To understand this problem, data were collected from 250 individuals, through convenient sampling and analyzed through the PLS-SEM technique. Two widely accepted theories, TRI (technology readiness index) and TAM (technology acceptance model) were integrated, to support our argument, in the meaningful results.