Innovativeness and Internet Shopping Adoption : An Extended Technology Acceptance Model

This study was initiated with the aim is to examine the impact of a human trait – innovativeness along with the constructs of Technology Acceptance Model on the embracement of web as a shopping medium in Pakistan. A sample size of 252 Pakistani consumers who never shopped online before has been collected using purposive sampling method. Structural equation modeling technique has been utilized to approve the measurement model and test assumptions. Outcomes revealed that TAM constructs perceived ease of use and Attitude have a significant positive effect on Future internet shopping intention whereas Perceived usefulness have no significant impact on Future internet shopping intention. Innovativeness has also been found to have a significant positive effect on future internet shopping intention as well as on Perceived ease of use that affects Attitude of a person, which consequently influences future internet shopping intention in a positive manner. These results have vital strategic policy implications for online retailers to get non-online buyers involve in online shopping