Purpose – This study investigates the consumer’s technology adoption toward electronic commerce. In addition to the variables perceived usefulness and perceived ease of use derived from TAM, the study included and tested factors like perceived cost, perceived risk and social influence. Design/methodology/approach – A questionnaire was developed primarily based on the available scales in the already published literature. All model constructs requested participants to indicate their perceptions on seven-point Likert-style responses ranging from 1(strongly disagree), through 3(undecided) to 5(strongly agree). The data analysis was executed using Smart PLS to test the validity and reliability of the measurement instrument. Findings – The study results suggest that consumers attitudes toward e-commerce are significantly impacted by perceived cost perceived and social influence and an extended TAM model framework was proposed and empirically tested using the data collected from the survey. Managerial Implications – The study gives electronic commerce firms vital indications on to not only focus entirely on the quantifiable utility of their services but also every other factor influencing use. They should, also, try to give users the cost the social influence factor more and thereby focusing on the loyalty of thecustomers. Originality/value – This is one of the few studies which includes variables like perceived cost and social influence factors in an emerging economy context by using the extended Technology Adoption Model framework.