In this digital age technologies that are used by online consumers plays a significant role in their lives and integration into society. However, the use of these technologies does not come without challenges, and online consumers face many while engaged in online transactions. This paper presents an empirical examination of the technology acceptance model (TAM) in relation to consumer e-commerce. The findings of this study were arrived at by designing a structural equation model (SEM) on the privacy, security and trust (PST) of TAM related to consumer e-commerce. The sample for this study included academic university staff members, and the data were analysed using WarpPLS (5.0) software. Results revealed that PST has a significant impact on the perceived usefulness (PU) and perceived ease of use (PEOU) of online consumers, with a slightly higher significant influence on the PEOU of online consumers. PU also has a significant influence on the behavioral intention to use (BIU), but no significant influence on actual use (AU). Similarly, PEOU does not have a significant influence on BIU, whereas BIU has a significant influence on online consumers� AU of the technology.

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