The growth of e-commerce has provided an opportunity to understand why people participate in e-commerce activities and adopt information technology. Researchers from various disciplines have analyzed the reasons from different perspectives supported by theories such as; diffusion of innovation, theory of reasoned action, and theory of planned behavior. Various models have been designed and validated to explain the factors responsible for technology adoption of e-commerce. The purpose of this study is to review the literature on technology adoption and to critique a number of key models that are frequently applied by researchers in their efforts to examine the factors that predict the adoption of technologies. This paper shows the importance of social factors and characteristics of adopters that affect their behavior to adopt technology. This paper explores research possibilities beyond the central theme of technology adoption literature that focuses on attributes of innovation.