The Role of External, Internal Influences In Consumers’ Online Shopping Intentions

The e-commerce industry in Pakistan has seen exceptional development in the past few years. This growth has been fuelled up by the rapid adoption of technology, improving standards of living, and an increasingly young population, besides increasing access to the Internet through broadband and the use of smartphones. The purpose of this paper is to narrow this knowledge gap by examining the impact of environmental and motivational factors on consumers’ online shopping intentions in Pakistan. By using the structural equational model, this study applies the concept of the Stimulus-Organism-Response paradigm, with the combination of the Technology Acceptance Model. The proposed research model examined through a sample of 345 online shoppers to explain the factors that affect their online shopping intention. The results show the significance of the external effect of environmental stimulus, and internal motivational factors significantly affect the organism process, containing perceived usefulness, perceived ease of use, and perceived enjoyment. Perceived usefulness, perceived ease of use, and perceived enjoyment affect consumers’ online shopping intentions.

Keywords: SOR paradigm; TAM model; Inner motivational factors; Shopping intentions