The article describes the importance of motivational factors through an analysis of the core TAM constructs in the context of marketing IS evaluation. We argue that our findings compliment current IS evaluation strategy, specially for measuring motivational elements for online IS. The study consequently provides an empirical validation of the importance of motivational and behavioural factors. Through an experimental analysis we evaluated the relative importance of perceived enjoyment with perceived usefulness of using an online website for shopping purposes and found that enjoyment was by far the dominant predictor of attitude towards online shopping. The result illustrates that in terms of IS evaluation online environments have moved from being functional online applications to being functional, engaging and interactive online IS (e.g. websites).