Technology Acceptance Model (TAM) was initially created to be a simple model to explain specific technology behavior in information systems. Over the last 18 years, due to its popularity, the TAM has been augmented by including various context-specific constructs to explain phenomenon in e-commerce, e-learning, ebanking, and wireless technologies besides information systems. This study, in the context of e-commerce, or more specifically the online purchase behavior, attempts to consolidate a

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... ort of existing constructs using the emerging tenets of Customer Valuebased Theory and reinstate the parsimonious intentions of TAM. A total of 1730 questionnaires were collected from Internet users who owned a credit card. The respondents came from all the State capitals in Malaysia, including Cyberjaya, which is the smart city of the Multimedia Super Corridor in Malaysia.