Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action

Aqeela Saleem, Javed Aslam, Yun Bae Kim, Shazia Nauman and Nokhaiz Tariq Khan
Additional contact information
Aqeela Saleem: Department of System Engineering, Sungkyunkwan University, Suwon 16419, Korea
Javed Aslam: Department of System Engineering, Sungkyunkwan University, Suwon 16419, Korea
Yun Bae Kim: Department of System Engineering, Sungkyunkwan University, Suwon 16419, Korea
Shazia Nauman: Riphah School of Business and Management, Riphah International University, Lahore 45320, Pakistan
Nokhaiz Tariq Khan: Faculty of Business and Management, Information Technology University, Lahore 54590, Pakistan

Sustainability, 2022, vol. 14, issue 7, 1-16

Abstract: Digital technologies play a vital role in daily human life and significantly influence human attitudes toward the adoption of new and attractive lifestyles. The internet has been widely accepted in every modern society, and the act of purchasing products or services over the internet, known as online/internet shopping, has revolutionized business. This study was designed using the technology acceptance model and theory of reasoned action. This study identified important factors such as perceived awareness of security, perceived usefulness, personal innovativeness, and perceived ease of use in purchasing, together with the effects of these factors on online purchasing intentions and the mediating role of consumer attitudes toward online purchasing. The results show that the identified factors are positively and significantly related to consumer intentions and attitudes toward online purchasing. This study has the potential to guide online retailers and managers in expanding online purchasing platforms and in increasing their responsiveness to the need to restructure business models according to new technological developments.

Keywords: technology acceptance model; theory of reasoned action; perceived awareness of security; perceived usefulness; personal innovativeness; perceived ease of use; online-shopping (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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