Online shopping environment is still in an infancy stage in Pakistan. The intent of this research is to develop a model on the basis of the traditional technology acceptance model (TAM), to find factors that affect online shopping adoption in Pakistan. With a survey sample of 286 respondents which includes university students and professionals from various walks of life, the proposed model was evaluated by confirmatory factor analysis and regression analysis. The significant findings of the study indicate that perceived usefulness, perceived ease of use, perceived risk, perceived enjoyment, distrust and legal framework are the main factors affecting online shopping acceptance except that the cultural environment has a negligible influence.
Akhlaq, Ather and Ahmed, Ejaz, "Intention Towards Online Shopping: A Pakistan Based Study" (2011). UK Academy for Information Systems Conference Proceedings 2011. 1.