As a key issue for the successful proliferation of e-commerce, theory of planned behavior is fast becoming the focus of many IS research initiatives. The success of e-commerce is dependent on consumers’ adoption of online purchasing. This study adopted the Theory of Planned Behavior, Economic Value, Trust and Perceived Risk to explore factors that determine the e-commerce adoption. 180 students were surveyed, using an amended version of the TPB model. The empirical data reveal that attitude toward online purchasing; subjective norms and perceived behavioral control influence students’ online purchasing behavioral. Moreover, important antecedents are time saving, cost reduction, peer influence, trust and perceived risk. Possible limitations of the current research are also discussed in this study.