Using technology acceptance model to study adoption of online shopping in an emerging economy

Irfan Butt, Sadia Tabassam, Neelam Gul Chaudhry, Khaldoon Nusair

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


Ecommerce has been growing significantly worldwide in terms of volume as well as number of users due to pervasiveness of technology and convenience it provides to consumers. Nonetheless, online shopping is still in infancy in South Asia despite tremendous growth potential with its burgeoning population. The purpose of this research is to examine the behavioral acceptance of consumers towards online shopping using technology acceptance model (TAM) in a developing country with implications for South Asia. The data was gathered from 340 respondents using online questionnaire. The measurement model was first analyzed in terms of reliability, discriminant validity and convergent validity. Structural equation modeling (SEM) was applied to determine factor loadings and assess various associations among constructs. It was found that trust, perceived usefulness, perceived ease of use and online shopping enjoyment influence attitude as well as customer intention to adopt online shopping. It is imperative to keep in mind that the primary concern of the customers in e-shopping context is trust and perceived ease of use.

Original languageEnglish
Article number202
JournalJournal of Internet Banking and Commerce
Issue number2
Publication statusPublished - 2016


  • E-shopping
  • Online shopping
  • Technology acceptance model (TAM)
  • Trust

ASJC Scopus subject areas

  • Finance
  • Human-Computer Interaction
  • Computer Science Applications
  • Computer Networks and Communications
  • Marketing
  • Management of Technology and Innovation


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