Virtual stores provide great efficiency in the retail value chain, and their existence has tremendously paved the way for the diffusion of electronic commerce. Understanding the determinants of consumer acceptance of virtual stores will provide important theoretical contributions to the area of business-to-consumer (B-to-C) electronic commerce and lead to the development of more effective and meaningful strategies for virtual stores. By expanding the Technology Acceptance Model and the Innovation Diffusion Theory, this study aims to provide an integral theoretical paradigm that can successfully support a wide array of technical, business, and consumer issues involved in online retailing. The results from a Web-based survey of 253 online consumers indicate that the proposed theoretical model is able to explain and predict consumer acceptance of virtual stores substantially well. The resulting theoretical model explains a large portion of the factors that lead to a user's behavioral intention to use and actual use of a virtual store. In addition to providing new theoretical grounds for studying the virtual store phenomenon, this article also supplies virtual stores with a number of operative critical success factors to remain competitive in the volatile electronic marketplace.