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re so given the impersonal nature of the online environment (Brynjolfsson and Smith, 2000). The lean nature of the electronic environment relative to the traditional face-to-face market leads to transaction risks rooted in uncertainty about the identity of online trading parties or product quality. Online trading parties can easily remain anonymous or change their identities. For example, in an auction market where numerous individuals participate in transactions, it is very difficult to bind one identity to one trader. Most auction sites identify sellers or bidders by e-mail addresses, which can be easily obtained for free from multiple sources. Without proper security measures (e.g., seller authentication), it is very easy for a dishonest seller to masquerade as an honest one, luring an unsuspecting buyer into a fraudulent transaction (Neumann, 1997).

Uncertainty about product quality can also be a problem for buyers in the online environment. In a traditional business setting, people get to know the quality of products by 'kicking the tires'. But when bidders view a product listing at an online auction site, for example, they may not have easy access to information regarding the true quality of the product and therefore may be unable to judge product quality prior to purchase (Fung and Lee, 1999). The difference between the information buyers and sellers possess is referred to as information asymmetry. Buyers in online marketplaces have to rely on electronic information without having the ability to physically inspect the product; hence, they are vulnerable to additional risks because of potentially incomplete or distorted information provided by sellers (Lee, 1998).

While trust is a catalyst in many buyer-seller transactions, it can provide buyers with high expectations of satisfying exchange relationships (Hawes et al, 1989). Trust is especially critical when two situational factors are present in a transaction: uncertainty (risk) and incomplete product information (Swan and Nolan, 1989). Pavlou (2002) refers to perceived system risk as the overall amount of uncertainty perceived by an organization in a particular purchase situation. The Perceived Risk associated with online transactions may reduce perceptions of behavioral and environmental control, and this lack of control is likely to negatively influence e-commerce usage intentions (Pavlou, 2003).

RESEARCH MODEL AND HYPOTHESES

E-commerce brings enormous opportunities for both consumers and businesses in the world but not many e-businesses can turn the opportunities into commerce. Lack of trust is one of the most frequently cited reasons for consumers not purchasing from Internet (Lee and Turban, 2002). Thus, our prime focus is to investigate the relationships between system risk, e-commerce usage intention, and the differences of their relationships. The technology acceptance model has its origin in the theory of reasonable action; it represents an important theoretical contribution toward understanding e-commerce usage and its acceptance behavior to measure the intention of e-commerce usage in the tourism organization mediated by perceived usefulness and perceived ease of use which considered the two intervening variables of the prediction.

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