Purpose The online purchasing behaviour of consumers has recently become a topic of increased interest and attention for marketers, policymakers, and researchers. However, due to its complex nature, this phenomenon is still in its infancy in many developing countries and needs to be paid more attention. Using the technology acceptance model (TAM), the purpose of this paper is to examine the role of utilitarian and hedonic shopping motivations, as well as the trust and privacy concerns of consumers in their online purchasing intentions, in a developing South Asian country: Pakistan. Design/methodology/approach Data were collected from 859 respondents through a self-administrated questionnaire using the non-probability convenience sampling technique and were analysed using the structural equation modelling. Findings The results of this study demonstrate that, more than hedonic values, trust, and privacy concerns, utilitarian values positively influence consumers’ attitudes to online purchasing. Consequently, consumers’ attitudes positively influence their online purchasing intentions. The findings indicate that Pakistani consumers buy online for goal-oriented reasons. Not surprisingly, they feel unsafe buying online due to concerns over trust and data privacy. Practical implications The findings of this study have various practical and managerial implications for electronic businesses in developing countries. This study serves as a guide for the development of effective online marketing and selling strategies. Originality/value This paper contributes to the existing literature on business to consumer e-commerce by identifying and empirically validating motivational factors and factors of concern using the TAM model. The extended TAM model, which integrates shopping motivations, trust, and privacy factors, can provide a solid theoretical foundation for consumers’ online purchasing behaviour in a developing country.

Consumer behavior has undergone transformational changes because of whole range of new products, changing lifestyles, advancements in communication technologies, readily available information, and multiple shopping channels. Specifically, consumers of contemporary era want a shopping ecosystem where they have consistent interaction with brands across multiple channels. However, Despite the benefits that multichannel shopping provides to consumers and the increased availability of products on various channels, multichannel shopping has not yet received widespread acceptance. One of the reasons is consumer's different perceptions for accepting new technology. Thus, the purpose of current study is to identify the technology acceptance drivers that influence multichannel shopping behavior of consumers. To this end "Unified theory of acceptance and use of technology extended (UTAUT2)", has been applied. Moreover, UTAUT2 model is modified by an additional variable of perceived risk and its effect has been investigated. Descriptive statistics, reliability, and confirmatory factor analysis was examined through SPSS statistical package, while Amos 22.0 was used for the "Structural Equation Modelling (SEM)".