VOLUME NO. 3 (2013), ISSUE NO.

03 (MARCH) ISSN 2231-1009

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VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
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CONTENTS CONTENTS CONTENTS CONTENTS

Sr.
No.
TITLE & NAME OF THE AUTHOR (S)
Page
No.
1( RELATIVE POVERTY AND INEQUALITY A STUDY OF HIMACHAL PRADESH
RAMNA
1
2(
SUSTAINING EMPLOYEE ENGAGEMENT IN THE FACE OF CRISIS A TEST OF LEADERSHIP AND INTRODUCTION OF A NEW MODEL
JAYDEEP H GOSWAMI
8
3(
AN EXPLORATORY STUDY ON CONSUMERS ENVIRONMENTAL ATTITUDE AOUT GREEN ELECTRONIC PRODUCTS IN AN!LESHWAR
DR. AMIT R. PANDYA & PRATIK M. MAVANI
13
"(
JPEG IMAGE COMPRESSION ALGORITHM
CHETAN DUDHAGARA & DR. KISHOR ATKOTIYA
2#
$(
DO EMPLOYEES LAC! IN REQUIRED S!ILLS% AN ANALYSIS ON SIGNIFICANT S!ILLS REPORTED FOR EMPLOYEES IN ORGANI&ED RETAIL SECTOR &
EXISTING GAP WITHIN
DR. MANOJ VERGHESE & SUSHIL PUNWATKAR
2'
'(
AN ANALYSIS OF INCOME STATEMENT OF A SERVICE SECTOR UNDERTA!ING A CASE STUDY OF INDUSTRIAL FINANCE CORPORATION OF INDIA
LTD
DR. SANTOSH GUPTA, SOMA NAG & AMIT NAG
3#
((
SI&E) AGE AND GROWTH IN INDIAN SELECTED PHARMACEUTICAL C#MPANIES
N. CHANDRIKA & DR. G. V. CHALAM
3(
8(
VENTURE CAPITAL FIRMS ASSESSMENT CRITERIAS WHILE FINANCING FOR NEW ENTERPRISES IN !ARNATA!A
SRINIVAS K T & DR. N NAGARAJA
"1
*(
INVESTIGATING STOC! MAR!ET EFFICIENCY IN INDIA
SAHANA PRASAD
"$
1#(
INNOVATING ICT FOR GENDER SENSITIVE DEVELOPMENT COMMUNICATION IN INDIA
DR. SUPARNA DUTTA, CHANDER MOHAN & PARTHO ACHARYA
"*
11(
A STUDY ON IDENTIFYING !EY HUMAN RESOURCE MANAGEMENT PRACTICES AFFECTING ORGANI&ATIONAL COMMITMENT OF ENGINEERS OF
NCR
SHEVATA SINGHAL, DR. SUNITA DWIVEDI & DR. MITU G. MATTA
$3
12(
IMPACT OF LEADERSHIP ON PERFORMANCE% IN CONTEXT OF SCHOOL LEADERSHIP
ADIL SOHAIL & RAJA MAZHAR HAMEED
$*
13(
SERVICE QUALITY PERCEPTIONS% AN EMPIRICAL ASSESSMENT OF AN!S IN JAMMU & !ASHMIR STATE
DR. MUSHTAQ AHMAD BHAT, SUHAILA SIKEEN KHAN & AAIJAZ AHMAD BHAT
'$
1"(
A STUDY ON INVESTORS ATTITUDE TOWARDS STOC! MAR!ET INVESTMENT
DR. R. AZHAGAIAH & K. BANUMATHY
(#
1$(
A COMPREHENSIVE MODEL TO CHEC! THE ADOPTION OF ONLINE SHOPPING IN PA!ISTAN
MUHAMMAD RIZWAN, MUHAMMAD IMRAN, MUHAMMAD SAJID IQBAL, MUHAMMAD SAJID BHATTI, AQSA CHANDA & FOZIA KHANUM
(8
1'(
LASER COMMUNICATION SYSTEM
KARTIKBHAI BALDEVBAHI PATEL
8'
1((
PERCEPTION OF CUSTOMERS TOWARDS SMS MODE OF ADVERTISING% A STUDY AT WEST ENGAL
DR. RITA BASU
*$
18(
CUSTOMER RELATIONSHIP MANAGEMENT IN AN!ING% ISSUES AND CHALLENGES
DR. SARITA BHATNAGAR
**
1*(
METHOD FOR DESIGN PATTERN SELECTION ASED ON DESIGN PRINCIPLES
S. S. SURESH, SAGAR. S. JAMBHORKAR & ASHA KIRAN
1#3
2#(
INVESTMENT OPPORTUNITIES OF SERVICE SECTOR IN INDIA
DR. SEEMA SINGH & SARIKA AHLLUWALIA
1#8
21(
THE IMPACT OF CONTRIUTORY PENSION SCHEME ON EMPLOYEE STANDARD OF LIVING OF QUOTED FIRMS IN NIGERIA
SAMUEL IYIOLA KEHINDE OLUWATOYIN & DR. EZUGWU CHRISTIAN IKECHUKWU
113
22(
DETERMINANTS OF CUSTOMER COMPLAINING EHAVIOR
MUHAMMAD RIZWAN, AYESHA KHAN, IRAM SAEED, KAYNAT SHAH, NIDA AZHAR & WAQASIA ANAM
11*
23(
A RELIALE COMPUTERI&ED ACCOUNTING INFORMATION SYSTEM+ WHAT SECURITY CONTROLS ARE REQUIRED,
AMANKWA, ERIC
12$
2"(
TRUST IN LEADERS - VITAL FOR EMPLOYEE MOTIVATION AND COMMITMENT% A CASE STUDY IN SELECTED CIVIL SERVICE UREAUS IN AMHARA
REGION) ETHIOPIA
ABEBE KEBIE HUNEGNAW
132
2$(
THE IMPACT OF ADOPTING COMPUTERI&ED ACCOUNTING INFORMATION SYSTEMS FOR EFFECTIVE MANAGEMENT OF ACCOUNTING
TRANSACTIONS IN PULIC INSTITUTIONS% CASE OF !ENYA SCHOOL OF GOVERNMENT
DUNCAN MOMANYI NYANGARA, THOMAS MOCHOGE MOTINDI & JAMES KAMAU MWANGI
138
2'(
INCLUSIVE GROWTH THROUGH FINANCIAL INCLUSION% A STUDY OF INDIAN AN!ING SECTOR
SHRI LAXMIKANTA DAS & DR. SANJEEB KUMAR DEY
1""
2((
A CONCEPTUAL MODEL FOR VENDOR SELECTION IN IT OUTSOURCING% AN APPROACH INSPIRED Y THE MONEYALL THEORY
DIANA LPEZROBLEDO, EDGAR FERRER, MARIA LUGOSALLS, JOS! BEAUCHAMPCOUTO & LEILA VIRELLAPAGAN
1"(
28(
HOME LOAN FRAUDS- AN!ERS NIGHT MARE
RAJU D
1$2
2*(
ADVERSE EFFECT OF LOAN SECURITI&ATION ON THE STOC! PRICES OF AN!S% EMPIRICAL EVIDENCE FROM EUROPE AND AMERICA
SHARMIN SHABNAM RAHMAN
1$8
3#(
ANTECEDENTS OF RAND LOYALTY% AN EMPIRICAL STUDY FROM PA!ISTAN
MUHAMMAD RIZWAN, TAMOOR RIAZ , NAEEM AKHTER, GULSHER MURTAZA, M.HASNAIN, IMRAN RASHEED & LIAQUAT HUSSAIN
1'$

REQUEST FOR FEEDAC!
1(2
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
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CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRON
PROF. !. !. AGGARWAL
,h!ncellor% 6in&!y!7s 8niversity% Delhi
$ounder 9ice-,h!ncellor% #uru #obind "in&h ndr!pr!sth! 8niversity% Delhi
:;( Pro 9ice-,h!ncellor% #uru J!3bheshw!r 8niversity% .is!r

FOUNDER FOUNDER FOUNDER FOUNDER PATRON PATRON PATRON PATRON
LATE SH. RAM HAJAN AGGARWAL
$or3er "t!te Minister for .o3e < =ouris3% #overn3ent of .!ry!n!
$or3er 9ice-President% D!dri :duc!tion "ociety% ,h!r>hi D!dri
$or3er President% ,hin!r "ynte; 6td( (=e;tile Mills)% Bhiw!ni

CO CO CO CO- -- -ORDINATOR ORDINATOR ORDINATOR ORDINATOR
DR. SAMHAV GARG
$!culty% "hree R!3 nstitute of Business < M!n!&e3ent% 8r5!ni

ADVISORS ADVISORS ADVISORS ADVISORS
DR. PRIYA RANJAN TRIVEDI
,h!ncellor% =he #lob!l Open 8niversity% '!&!l!nd
PROF. M. S. SENAM RAJU
Director A( ,( D(% "chool of M!n!&e3ent "tudies% (#('(O(8(% 'ew Delhi
PROF. S. L. MAHANDRU
Princip!l (Retd()% M!h!r!5!A&r!sen,olle&e% J!&!dhri

EDITOR EDITOR EDITOR EDITOR
PROF. R. !. SHARMA
Professor% Bh!rti 9idy!peeth 8niversity nstitute of M!n!&e3ent < Rese!rch% 'ew Delhi

EDITORIAL ADVISORY EDITORIAL ADVISORY EDITORIAL ADVISORY EDITORIAL ADVISORY BOARD BOARD BOARD BOARD
DR. RAJESH MODI
$!culty% 2!nbundustri!l,olle&e% ?in&do3 of "!udi Ar!bi!
PROF. PARVEEN !UMAR
Director% M(,(A(% Meerut nstitute of :n&ineerin& < =echnolo&y% Meerut% 8( P(
PROF. H. R. SHARMA
Director% ,hh!t!rp!ti "hiv!5i nstitute of =echnolo&y% Dur&% ,(#(
PROF. MANOHAR LAL
Director < ,h!ir3!n% "chool of nfor3!tion < ,o3puter "ciences% (#('(O(8(% 'ew Delhi
PROF. ANIL !. SAINI
,h!irperson (,R,)% #uru #obind "in&h ( P( 8niversity% Delhi
PROF. R. !. CHOUDHARY
Director% Asi! P!cific nstitute of nfor3!tion =echnolo&y% P!nip!t
DR. ASHWANI !USH
.e!d% ,o3puter "cience% 8niversity,olle&e% ?uru>shetr!8niversity% ?uru>shetr!

VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
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DR. HARAT HUSHAN
.e!d% Dep!rt3ent of ,o3puter "cience < Applic!tions% #uru '!n!> ?h!ls! ,olle&e% 2!3un!n!&!r
DR. VIJAYPAL SINGH DHA!A
De!n (Ac!de3ics)% R!5!sth!n nstitute of :n&ineerin& < =echnolo&y% J!ipur
DR. SAMHAVNA
$!culty% ((=(M(% Delhi
DR. MOHINDER CHAND
Associ!te Professor% ?uru>shetr!8niversity% ?uru>shetr!
DR. MOHENDER !UMAR GUPTA
Associ!te Professor% P(J(6('(#overn3ent,olle&e% $!rid!b!d
DR. SAMHAV GARG
$!culty% "hree R!3 nstitute of Business < M!n!&e3ent% 8r5!ni
DR. SHIVA!UMAR DEENE
Asst( Professor% Dept( of ,o33erce% "chool of Business "tudies% ,entr!l 8niversity of ?!rn!t!>!% #ulb!r&!
DR. HAVET
$!culty% "hree R!3 nstitute of Business < M!n!&e3ent% 8r5!ni

ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS
PROF. AHAY ANSAL
.e!d% Dep!rt3ent of nfor3!tion =echnolo&y% A3ity "chool of :n&ineerin& < =echnolo&y% A3ity 8niversity% 'oid!
PROF. NAWA ALI !HAN
Dep!rt3ent of ,o33erce% Ali&!rhMusli38niversity% Ali&!rh% 8(P(
ASHISH CHOPRA
"r( 6ecturer% Doon 9!lley nstitute of :n&ineerin& < =echnolo&y% ?!rn!l

TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR
AMITA
$!culty% #overn3ent M( "(% Moh!li

FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS
DIC!IN GOYAL
Advoc!te < =!; Adviser% P!nch>ul!
NEENA
nvest3ent ,onsult!nt% ,h!3b!&h!t% "ol!n% .i3!ch!l Pr!desh

LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS
JITENDER S. CHAHAL
Advoc!te% Pun5!b < .!ry!n! .i&h ,ourt% ,h!ndi&!rh 8(=(
CHANDER HUSHAN SHARMA
Advoc!te < ,onsult!nt% District ,ourts% 2!3un!n!&!r !t J!&!dhri

SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT
SURENDER !UMAR POONIA
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
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CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS
@e invite unpublished novel% ori&in!l% e3piric!l !nd hi&h Au!lity rese!rch wor> pert!inin& to recent develop3ents < pr!ctices in the !re! of
,o3puter% Business% $in!nce% M!r>etin&% .u3!n Resource M!n!&e3ent% #ener!l M!n!&e3ent% B!n>in&% nsur!nce% ,orpor!te #overn!nce
!nd e3er&in& p!r!di&3s in !llied sub5ects li>e Accountin& :duc!tionB Accountin& nfor3!tion "yste3sB Accountin& =heory < Pr!cticeB Auditin&B
Beh!vior!l Accountin&B Beh!vior!l :cono3icsB ,orpor!te $in!nceB ,ost Accountin&B :cono3etricsB :cono3ic Develop3entB :cono3ic .istoryB
$in!nci!l nstitutions < M!r>etsB $in!nci!l "ervicesB $isc!l PolicyB #overn3ent < 'on Profit Accountin&B ndustri!l Or&!ni-!tionB ntern!tion!l
:cono3ics < =r!deB ntern!tion!l $in!nceB M!cro :cono3icsB Micro :cono3icsB Monet!ry PolicyB Portfolio < "ecurity An!lysisB Public Policy
:cono3icsB Re!l :st!teB Re&ion!l :cono3icsB =!; Accountin&B Advertisin& < Pro3otion M!n!&e3entB Business :duc!tionB M!n!&e3ent
nfor3!tion "yste3s (M")B Business 6!w% Public Responsibility < :thicsB ,o33unic!tionB Direct M!r>etin&B :-,o33erceB #lob!l BusinessB
.e!lth ,!re Ad3inistr!tionB 6!bor Rel!tions < .u3!n Resource M!n!&e3entB M!r>etin& Rese!rchB M!r>etin& =heory < Applic!tionsB 'on-
Profit Or&!ni-!tionsB Office Ad3inistr!tion/M!n!&e3entB Oper!tions Rese!rch/"t!tisticsB Or&!ni-!tion!l Beh!vior < =heoryB Or&!ni-!tion!l
Develop3entB Production/Oper!tionsB Public Ad3inistr!tionB Purch!sin&/M!teri!ls M!n!&e3entB Ret!ilin&B "!les/"ellin&B "ervicesB "3!ll
Business :ntrepreneurshipB "tr!te&ic M!n!&e3ent PolicyB =echnolo&y/nnov!tionB =ouris3% .ospit!lity < 6eisureB =r!nsport!tion/Physic!l
DistributionB Al&orith3sB Artifici!l ntelli&enceB ,o3pilers < =r!nsl!tionB ,o3puter Aided Desi&n (,AD)B ,o3puter Aided M!nuf!cturin&B
,o3puter #r!phicsB ,o3puter Or&!ni-!tion < ArchitectureB D!t!b!se "tructures < "yste3sB Di&it!l 6o&icB Discrete "tructuresB nternetB
M!n!&e3ent nfor3!tion "yste3sB Modelin& < "i3ul!tionB Multi3edi!B 'eur!l "yste3s/'eur!l 'etwor>sB 'u3eric!l An!lysis/"cientific
,o3putin&B Ob5ect Oriented Pro&r!33in&B Oper!tin& "yste3sB Pro&r!33in& 6!n&u!&esB RoboticsB "y3bolic < $or3!l 6o&ic !nd @eb Desi&n(
=he !bove 3entioned tr!c>s !re only indic!tive% !nd not e;h!ustive(
Anybody c!n sub3it the soft copy of his/her 3!nuscript /012345 in M("( @ord for3!t !fter prep!rin& the s!3e !s per our sub3ission
&uidelines duly !v!il!ble on our website under the he!din& &uidelines for sub3ission% !t the e3!il !ddress4 3067389:4;<4/3=.:74(
GUIDELINES FOR SUBMISSION OF MANUSCRIPT GUIDELINES FOR SUBMISSION OF MANUSCRIPT GUIDELINES FOR SUBMISSION OF MANUSCRIPT GUIDELINES FOR SUBMISSION OF MANUSCRIPT
)( COVERING LETTER FOR SUMISSION%
DATED% >>>>>>>>>>>>>
THE EDITOR
JR,M
"ub5ect4 SUMISSION OF MANUSCRIPT IN THE AREA OF .
?5.<. F30/0:5@M/9A5230<@HRM@G5059/= M/0/<54502@E:70743:B@PB1:C7=7<1@L/D@C74EF259@IT@E0<3055930<@M/2C54/23:B@72C59) E=5/B5 BE5:361G
DEAR SIR@MADAM
Ple!se find 3y sub3ission of 3!nuscript entitled CDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD7 for possible public!tion in your 5ourn!ls(
hereby !ffir3 th!t the contents of this 3!nuscript !re ori&in!l( $urther3ore% it h!s neither been published elsewhere in !ny l!n&u!&e fully or p!rtly% nor is it
under review for public!tion elsewhere(
!ffir3 th!t !ll the !uthor (s) h!ve seen !nd !&reed to the sub3itted version of the 3!nuscript !nd their inclusion of n!3e (s) !s co-!uthor (s)(
Also% if 3y/our 3!nuscript is !ccepted% /@e !&ree to co3ply with the for3!lities !s &iven on the website of the 5ourn!l < you !re free to publish our
contribution in !ny of your 5ourn!ls(
NAME OF CORRESPONDING AUTHOR4
Desi&n!tion4
Affili!tion with full !ddress% cont!ct nu3bers < Pin ,ode4
Residenti!l !ddress with Pin ,ode4
Mobile 'u3ber (s)4
6!ndline 'u3ber (s)4
:-3!il Address4
Altern!te :-3!il Address4
NOTES4
!) =he whole 3!nuscript is reAuired to be in ONE MS WORD FILE only (pdf( version is li!ble to be re5ected without !ny consider!tion)% which will st!rt fro3
the coverin& letter% inside the 3!nuscript(
b) =he sender is reAuired to 3ention the followin& in the SUJECT COLUMN of the 3!il4
N5D M/0FB:93E2 679 R5H35D 30 2C5 /95/ 76 (F30/0:5@M/9A5230<@HRM@G5059/= M/0/<54502@E:70743:B@PB1:C7=7<1@L/D@C74EF259@IT@
E0<3055930<@M/2C54/23:B@72C59) E=5/B5 BE5:361G
c) =here is no need to &ive !ny te;t in the body of 3!il% e;cept the c!ses where the !uthor wishes to &ive !ny specific 3ess!&e w(r(t( to the 3!nuscript(
d) =he tot!l si-e of the file cont!inin& the 3!nuscript is reAuired to be below $## !(
e) Abstr!ct !lone will not be considered for review% !nd the !uthor is reAuired to sub3it the co3plete 3!nuscript in the first inst!nce(
f) =he 5ourn!l &ives !c>nowled&e3ent w(r(t( the receipt of every e3!il !nd in c!se of non-receipt of !c>nowled&3ent fro3 the 5ourn!l% w(r(t( the sub3ission
of 3!nuscript% within two d!ys of sub3ission% the correspondin& !uthor is reAuired to de3!nd for the s!3e by sendin& sep!r!te 3!il to the 5ourn!l(
E( MANUSCRIPT TITLE% =he title of the p!per should be in ! )E point ,!libri $ont( t should be bold typed% centered !nd fully c!pit!lised(
0( AUTHOR NAME ?SG & AFFILIATIONS% =he !uthor (s) 6F== 0/45% I5B3<0/2370% /663=3/2370 (s)% /II95BB% 47J3=5@=/0I=305 0F4J59B% !nd 54/3=@/=2590/25 54/3=
/II95BB should be in it!lic < ))-point ,!libri $ont( t 3ust be centered underne!th the title(
+( ASTRACT% Abstr!ct should be in fully it!lici-ed te;t% not e;ceedin& E1* words( =he !bstr!ct 3ust be infor3!tive !nd e;pl!in the b!c>&round% !i3s% 3ethods%
results < conclusion in ! sin&le p!r!( Abbrevi!tions 3ust be 3entioned in full(

VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
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1( !EYWORDS% Abstr!ct 3ust be followed by ! list of >eywords% sub5ect to the 3!;i3u3 of five( =hese should be !rr!n&ed in !lph!betic order sep!r!ted by
co33!s !nd full stops !t the end(
F( MANUSCRIPT% M!nuscript 3ust be in BRITISH ENGLISH prep!red on ! st!nd!rd A+ si-e PORTRAIT SETTING PAPER( t 3ust be prep!red on ! sin&le sp!ce !nd
sin&le colu3n with )G 3!r&in set for top% botto3% left !nd ri&ht( t should be typed in H point ,!libri $ont with p!&e nu3bers !t the botto3 !nd centre of every
p!&e( t should be free fro3 &r!33!tic!l% spellin& !nd punctu!tion errors !nd 3ust be thorou&hly edited(
I( HEADINGS% All the he!din&s should be in ! )* point ,!libri $ont( =hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised( 6e!ve ! bl!n> line before e!ch
he!din&(
H( SU-HEADINGS% All the sub-he!din&s should be in ! H point ,!libri $ont( =hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised(
J( MAIN TEXT% =he 3!in te;t should follow the followin& seAuence4
INTRODUCTION
REVIEW OF LITERATURE
NEED@IMPORTANCE OF THE STUDY
STATEMENT OF THE PROLEM
OJECTIVES
HYPOTHESES
RESEARCH METHODOLOGY
RESULTS & DISCUSSION
FINDINGS
RECOMMENDATIONS@SUGGESTIONS
CONCLUSIONS
SCOPE FOR FURTHER RESEARCH
AC!NOWLEDGMENTS
REFERENCES
APPENDIX@ANNEXURE
t should be in ! H point ,!libri $ont% sin&le sp!ced !nd 5ustified( =he 3!nuscript should prefer!bly not e;ceed 5000 WORDS(
)*( FIGURES & TALES% =hese should be si3ple% cryst!l cle!r% centered% sep!r!tely nu3bered <self e;pl!ined% !nd 232=5B 4FB2 J5 /J7H5 2C5 2/J=5@63<F95( S7F9:5B
76 I/2/ BC7F=I J5 45023705I J5=7D 2C5 2/J=5@63<F95( t should be ensured th!t the t!bles/fi&ures !re referred to fro3 the 3!in te;t(
))( EQUATIONS%=hese should be consecutively nu3bered in p!rentheses% hori-ont!lly centered with eAu!tion nu3ber pl!ced !t the ri&ht(
)E( REFERENCES% =he list of !ll references should be !lph!betic!lly !rr!n&ed( =he !uthor (s) should 3ention only the !ctu!lly utilised references in the prep!r!tion
of 3!nuscript !nd they !re supposed to follow H/9H/9I S21=5 76 R565950:30<( =he !uthor (s) !re supposed to follow the references !s per the followin&4
All wor>s cited in the te;t (includin& sources for t!bles !nd fi&ures) should be listed !lph!betic!lly(
8se (5I.) for one editor% !nd (5I.BG for 3ultiple editors(
@hen listin& two or 3ore wor>s by one !uthor% use --- (E*;;)% such !s !fter ?ohl ()JJI)% use --- (E**))% etc% in chronolo&ic!lly !scendin& order(
ndic!te (openin& !nd closin&) p!&e nu3bers for !rticles in 5ourn!ls !nd for ch!pters in boo>s(
=he title of boo>s !nd 5ourn!ls should be in it!lics( Double Auot!tion 3!r>s !re used for titles of 5ourn!l !rticles% boo> ch!pters% dissert!tions% reports% wor>in&
p!pers% unpublished 3!teri!l% etc(
$or titles in ! l!n&u!&e other th!n :n&lish% provide !n :n&lish tr!nsl!tion in p!rentheses(
=he loc!tion of endnotes within the te;t should be indic!ted by superscript nu3bers(

PLEASE USE THE FOLLOWING FOR STYLE AND PUNCTUATION IN REFERENCES%
OO!S
Bowerso;% Don!ld J(% ,loss% D!vid J(% ()JJF)% K6o&istic!l M!n!&e3ent(K =!t! Mc#r!w% .ill% 'ew Delhi(
.un>er% .(6( !nd A(J( @ri&ht ()JF0)% K$!ctors of ndustri!l 6oc!tion in OhioK Ohio "t!te 8niversity% 'i&eri!(
CONTRIUTIONS TO OO!S
"h!r3! =(% ?w!tr!% #( (E**H) :ffectiveness of "oci!l Advertisin&4 A "tudy of "elected ,!3p!i&ns% ,orpor!te "oci!l Responsibility% :dited by D!vid ,rowther <
'ichol!s ,!p!ldi% Ash&!te Rese!rch ,o3p!nion to ,orpor!te "oci!l Responsibility% ,h!pter )1% pp EHI-0*0(
JOURNAL AND OTHER ARTICLES
"che3enner% R(@(% .uber% J(,( !nd ,oo>% R(6( ()JHI)% K#eo&r!phic Differences !nd the 6oc!tion of 'ew M!nuf!cturin& $!cilities%K Journ!l of 8rb!n :cono3ics%
9ol( E)% 'o( )% pp( H0-)*+(
CONFERENCE PAPERS
#!r&% "!3bh!v (E*)))4 KBusiness :thicsK P!per presented !t the Annu!l ntern!tion!l ,onference for the All ndi! M!n!&e3ent Associ!tion% 'ew Delhi% ndi!%
)J/EE June(
UNPULISHED DISSERTATIONS AND THESES
?u3!r "( (E*)))4 K,usto3er 9!lue4 A ,o3p!r!tive "tudy of Rur!l !nd 8rb!n ,usto3ers%K =hesis% ?uru>shetr!8niversity% ?uru>shetr!(
ONLINE RESOURCES
Alw!ys indic!te the d!te th!t the source w!s !ccessed% !s online resources !re freAuently upd!ted or re3oved(
WESITES
#!r&% Bh!vet (E*)))4 =ow!rds ! 'ew '!tur!l #!s Policy% Politic!l @ee>ly% 9iewed on J!nu!ry *)% E*)E http4//epw(in/user/view!bstr!ct(5sp
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
IH
A COMPREHENSIVE MODEL TO CHEC! THE ADOPTION OF ONLINE SHOPPING IN PA!ISTAN

MUHAMMAD RIZWAN
LECTURER
DEPARTMENT OF MANAGEMENT SCIENCES
THE ISLAMIA UNIVERSITY OF BAHAWALPUR
BAHAWALPUR

MUHAMMAD IMRAN
STUDENT
DEPARTMENT OF MANAGEMENT SCIENCES
THE ISLAMIA UNIVERSITY OF BAHAWALPUR
BAHAWALPUR

MUHAMMAD SAJID IQBAL
STUDENT
DEPARTMENT OF MANAGEMENT SCIENCES
THE ISLAMIA UNIVERSITY OF BAHAWALPUR
BAHAWALPUR

MUHAMMAD SAJID BHATTI
STUDENT
DEPARTMENT OF MANAGEMENT SCIENCES
THE ISLAMIA UNIVERSITY OF BAHAWALPUR
BAHAWALPUR

AQSA CHANDA
STUDENT
DEPARTMENT OF MANAGEMENT SCIENCES
THE ISLAMIA UNIVERSITY OF BAHAWALPUR
BAHAWALPUR

FOZIA KHANUM
STUDENT
DEPARTMENT OF MANAGEMENT SCIENCES
THE ISLAMIA UNIVERSITY OF BAHAWALPUR
BAHAWALPUR

ASTRACT
T"# $%&$'(# ') *"+( (*%,- +( *' ."#./ *"# 0,'$*+'1 ') '12+1# ("'$$+13 +1 P0/+(*01. M01- &#(#0&." $0$#&( #4$20+1 *"# #))#.* ') ,+))#&#1* 50&+062#( '1 '12+1#
("'$$+13 +1*#1*+'1. B%* *"#&# +( 1' #4$2010*+'1 +1 01- $0$#& *"# #))#.* ') *"#(# 50&+062#( '1 '12+1# ("'$$+13 +1*#1*+'1 +.#. 0**+*%,# '1 6'*" $#&.#+5#, #0(# ') %(# 7
PEOU8 , $#&.#+5#, %(#)%21#(( 7PUF8 01, *"#1 (%." 6'*" 7PEOU, PUF8 '1 *&%(* 01, )+1022- *"# #))#.* *&%(* '1 $&+50.- 01, &#($'1(+5#1#((. W# .'22#.*#, *"# 9:;
%(#062# <%#(*+'1#&( +1 *"# .+*- ') B0"0=02$%& 7P0/+(*018. W# 0102-># (%." ,0*0 +1 SPSS 01, )+1, &#(%2*. T"+( &#(#0&." $0$#& &#5#02#, *"0* 0**+*%,# #))#.* '1 '12+1#
("'$$+13 +1*#1*+'1, PEOU 01, PUF #))#.* '1 0**+*%,#, *&%(* +( #))#.*#, '1 (%." 6'*" 7PEOU, PUF8 01, )+1022- $&+50.-, &#($'1(+5#1#(( 6'*" #))#.* '1 *&%(*. T"+( (*%,-
=+22 "#2$ *' +1.&#0(# *"# *&#1, ') '12+1# ("'$$+13 +) =# )'.%( '1 (%." )0.*'&( +.#. $&+50.-, &#($'1(+5#1#((, *&%(*, PEOU, PUF 01, 0**+*%,#.

!EYWORDS
Attitude% Priv!cy% P:O8% P8$% Responsiveness% =rust(

1. INTRODUCTION
nline shoppin& (O6") st!ted th!t purch!se the products fro3 electronic stores (Monsuwe #* 02 E**+)(8nluc>ily consider!ble &rowth in !ccept!nce to
electronic shoppin& is sy3p!thetic policies !nd this unconstructive tendency owed to the !ttitude f!ctors then technolo&ic!l infr!structure (R!3!y!h
!nd &n!tius% (E*)*)(
nfor3!tion is collected electronic stores !nd provides such &uidelines to potenti!l buyers in steps wise( n this w!y potenti!l buyers perfor3 the O6" in e!sy
w!y( 8su!lly &uidelines e;ploited on ho3e p!&e of such site( M!ny of electronic stores is re&istered their n!3es !ccordin& to ter3s !nd conditions% th!t is c!lled
Lport!l siteG( O6" stores !re or&!nis3 b!sed on both of co3puter h!rdw!re !nd softw!re due to these p!rts !nd internet f!cilit!tes buyer t!l> with other p!rties
(electronic stores)( O6" 3!lls enl!r&e3ent of 3ore !cceler!ted fro3 side to side the helpful such !s !&&ressive v!lue% better cont!ct to infor3!tion%
3erch!ndise ch!r!cteristic !nd ti3ely to receive 3erch!ndise (?eeney% )JJJ)( =his develop3ent is ! ch!nce of or&!ni-!tion should incre!se their revenue !nd
!lso reduce cost(
O
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
IJ
=od!y internet is one of the nu3erous non store for3!ts co33only used by the clients for shoppin&( By the end of E**0% M&ures for online tr!de were e;pected
!t !ppro;i3!tely +(1 per cent of tot!l vend s!les% with the internet the top incre!sin& shoppin& ch!nnel (6ore>% E**0B M!loy% E**0)( Online vendin& w!s
predict!ble to !tt!in s!les of virtu!lly N)** billion by the end of E**0% enh!nce of EF percent in e;cess of E**E (Mullin% E**0)(
=he technolo&y !ccept!nce 3odel (=AM) (D!vis% )JHJ) is e;tensively used to &ive det!ils individu!ls7 intentions !nd re!l use of (=)( $ir3 of = 3e!ns to buy or
s!les of &oods !nd services on electronic stores( "o% perfor3!nce of online shoppin& c!n be so3ewh!t e;pl!ined by the =AM( On the other h!nd% there !re
discrep!ncies !3on& the use of the web site !nd online purch!sin&% especi!lly with respect to repurch!se (=s!i !nd .u!n&% E**I)( =he desires of (=MA) to be
co3prehensive by incorpor!tin& further v!ri!bles in order to !d5ust it to the online shoppin& fr!3ewor> !nd pro&ress its descriptive !uthority (.u #* 02(% )JJJB
Moon !nd ?i3% E**))(de! fro3 investi&!te supports th!t shoppin& c!n &ive to&ether hedonic !nd useful si&nific!nce (B!bin #* 02(% )JJ+B B!bin !nd D!rden%
)JJ1)( "ever!l studies h!ve 3odeled !pp!rent helpfulness !nd ple!sure !s useful !nd hedonic principles correspondin&ly% !nd h!ve connected the3 to buyer
!ppro!ch !nd beh!vior!l 3e!nin& tow!rds online shoppin& (Ahn #* 02(% E**IB 6ee% E**1)( =hou&h% the i3p!cts of Perceived usefulness (P8$) !nd ple!sure on
repurch!se 3e!nin& re3!in indistinct in the O6" conte;t(
?!3en (E*)*)% !n ori&in!tor !nd c!pit!list describes the infle;ibility in toler!nt technolo&y !s follows4 L=echnolo&y is si3ple to e;p!nd% risin& ! new !ppro!ch%
touchin& the civili-!tion fro3 one cerebr!l replic! to ! new% th!t7s the co3plic!ted fr!ction( 2ou &ive e;pl!n!tion to the people !bout ! trouble !nd the hu&e
s!tire is th!t s3ooth however they7re 3iser!ble% they h!ve hi&h in!ctivity( People don7t rese3blin& tr!nsfor3( =he c!use it t!>es technolo&y )1 or E* ye!rs to
co3e in is !s )1 ye!rs is the ti3e it t!>es ! toddler how proverb it while he w!s youn& to turn into ! perfor3!nce 3!ture(G
Online shoppin& technolo&y is not fully for3edB s3!ll is reco&ni-ed of the f!ctors th!t pressure online shoppin& beh!viors (.!Aue #* 02% E**F)( ,usto3er choice
concernin& online shoppin& is to be unspo>en so !s to build up online shoppin& syste3s (6in% E**I)(@hile s3!ll nu3ber of studies investi&!tes custo3er receipt
of online shoppin& (.! !nd "toel% E**J)% this study e;tends the =AM to reco&ni-e the f!ctors th!t belon&in&s online shoppin&( =o enh!nce underst!ndin& of O6"
technolo&y c!n !ssist to sell their &oods online fir3 3!>e their efforts (9!n derhei5den #* 02( E**0)( =hese le!rn !tte3pts to discover the c!uses th!t
conseAuence O6" in business to custo3er surroundin&s of P!>ist!n( =he f!st incre!se in nu3bers of internet users in P!>ist!n fro3 )00J** users in E*** to
)H1***** in E*)* (internetworldststes(co3) provide opportunities for s3!ll shop>eeper !s well !s wholes!lers to discover w!ys in rese!rch new businesses on
the internet( n this study the theory is the (=AM) (D!vis )JHJ) which essenti!lly includes P8$ !nd P:O8 !s two outside v!ri!bles( =he 3odel is or&!nis3
custo3i-ed by !ddition seven v!ri!bles4 Perceived :!se of 8sed (P:O8)% Perceived 8se $ullness (P8$)% =rust% Priv!cy% Responsiveness% Attitude !nd O6" h!ve two
3!5or v!ri!bles of =AM% P8$ !nd P:O8( =hou&h previous studies such !s 6u #* 02( (E**1)% .uw!n& !nd ?i3 (E**I) !nd .! !nd "toel (E**J) h!ve used dissi3il!r
co3bin!tions of these v!ri!bles but no study h!s included !ll the seven v!ri!bles !t the s!3e ti3e in findin& out the intention of custo3ers tow!rds O6"(
n this study the rese!rch Auestions need to be !nswered !re !bout the ne&!tive !nd positive i3p!ct on O6" intention by Priv!cy% P8$% P:O8% Attitude%
Responsiveness !nd =rust( =his study co3prises of who h!ve or h!ve not tr!ns!cted in online shoppin& intention(

2. LITERATURE REVIEW
2.1. ONLINE SHOPPING
Online shoppin& st!ted th!t purch!sin& beh!vior of buyers in the online or virtu!l stores or throu&h the website tr!ns!ction (Monsuwe #* 02( E**+)(
"o3e f!ctors !re influencin& on online shoppin& !ttitude% this technolo&y is not fully for3ed (.!Aue et !l( E**F)( ,usto3er7s opinions !re unst!ted tow!rds
online shoppin& to build up online shoppin& structure (6in% E**I)( "ever!l rese!rches e;!3ine the custo3er to !ccept the online shoppin& (.! !nd "toel% E**J)(
=his rese!rch introduces the f!ctor of =AM th!t !ffects online shoppin&( A better technolo&y c!n help the fir3 to sell their product online( (9!n der .ei5den et !l(
E**0)(
2.2. ATTITUDE
A positive or ne&!tive re!ction tow!rd so3ethin& or !nyone shows in ones beliefs% feelin&s or deliber!te beh!vior (Myers% p( 0F)( t is soci!l point of reference
th!t responds to so3ethin& either positive or ne&!tive(
An !ttitude defined !s ! v!lu!tion of beh!vior which is decl!rin& ! person in ! positive w!y tow!rds it (see :!&ly < ,h!i>en% )JJ0B #Orlin& #* 02(% )JJH)( A very
critic!l point in the history of theory th!t h!s been the develop3ent of the =heory of Pl!nned Beh!vior (=PB) !nd the =heory of Re!soned Action(=RA) (Ar3it!&e
< ,onner% E**))( =hese theories !re under the beh!viors dependin& on !bility (beh!vior!l control) !nd 3otiv!tion (intention) (A5-en% )JHIB )JJ))( 2et
e3piric!lly% the =RA oper!tion!li-!tion ($ishbein < A5-en% )JI1) defines th!t intention is in the beh!vior !nd the !ttitude( ntention is not depend on !ttitude but
!lso on sub5ective nor3s such !s p!rents !nd &ood friends th!t is to perfor3 or not perfor3 ! beh!vior(
Online shoppin& is very different fro3 shoppin& in ! store( Due to this individu!lity% the consu3er7s intention &oes to shop online th!n others put off the3( n
the other h!nd% psycho&r!phics !nd de3o&r!phic b!c>&rounds of the consu3er7s intention th!t !ffect their !ttitude tow!rds online shoppin& intention(
H1% O0=305 SC7EE30< A2232FI5 C/B E7B323H5 34E/:2 70 302502370 27 FB5 70=305 BC7EE30<.
2.. PERCEIVED EASE OF USE
Perceived e!se of use refers the de&ree to which the custo3er believes th!t online shoppin& will be without !ny effort( =he technolo&y !ccept!nce 3od!l ent!ils
th!t !ll the thin&s !re s!3e% the website of !n O6" th!t brin& !w!reness of usefulness( D!vis #* 02( ()JHJ) "t!ted th!t i3prove3ent in e!se of use 3!y be helpful
source to incre!se the effectiveness(
"o3e rese!rchers !r&ued th!t P:O8 is the scope to which ! person believes ri&ht to use the testin& 3ethodB it could be free of cost for the individu!l (D!vis et
!l(% )JHJB M!thieson% )JJ)B #efen !nd "tr!ub% E***B #!ht!ni% E**))( niti!lly Ro&ers ()JFE) confir3ed th!t P:O8 is to represents 3e!sure to which ! novelty is
perceived% it is no 3ore difficult to be !w!re of% find out !nd control( .e 3ore confir3ed th!t P:O8 is the !3ount to which the perceive consu3ers h!ve to
identify ! new service or product !s superior th!n its !ltern!tives (Ro&ers% )JH0)( Accordin& to Peith!3l #* 02( (E**E) the e;tent to which !n innov!tion is si3ple
to reco&ni-e or use could be 3e!sured !s P:O8(
Recently% ,hen !nd B!rnes (E**I) h!ve est!blished th!t two technolo&ic!l !spects of the ed&e th!t is to s!y perceived e!se of use !ppreci!bly !ffect custo3er
!d!pt!tion intentions(
H2% P59:53H5I 5/B5 76 FB5 C/B E7B323H5 5665:2 70 :FB27459 /2232FI5.
2.!. PERCEIVED USEFULNESS
t is st!ted !s the e;tent to which ! consu3er believes his or her tr!ns!ction perfor3!nce will incre!se by online shoppin&( Accordin& to D!vis #* 02( ()JHJ)% the
persons h!ve ! beh!vior!l intention tow!rds O6" is depend on co&nitive !n!lysis th!t how it would incre!se their online shoppin& perfor3!nce(
Pi>>!r!inen #* 02( (E**+) =AM useful in $inl!nd% they esti3!ted P8$ is the !ctu!l beh!vior which h!s positive effect on the b!n>in& user of the E)th century which
!re 3ore cre!tive self-service technolo&y th!t &ive the l!r&er independence in ! well perfor3!nce de!lin&s with b!n>in&( t is &!inin& fin!nci!l infor3!tion !nd
buyin& fin!nci!l service or product( .owever% #err!rd !nd ,unnin&h!3 (E**0) well h!ve >nown the P8$ th!t is offerin& the b!n>in& services for inst!nce
e;!3inin& b!n> b!l!nces% depositin& utility bills% !pplyin& for ! lo!n% 3ovin& 3oney in ! forei&n country% !nd obt!inin& infor3!tion on 5oint funds(
H3% P59:53H5I FB56F=05BB C/B E7B323H5 5665:2 70 :FB27459 /2232FI5.
2.5. TRUST
#efen !nd "tr!ub (E***) e;plored th!t effect of P8$ !nd the !ccept!nce of electronic business( ,hen et !l( (E**E) considered th!t effect of P8$ on custo3er7s
response of purch!sin& !bout virtu!l store( .ence% =AM c!n be useful to ev!lu!te the !ctions of consu3er in the online b!c>&rounds when supposin& th!t is
residenti!l for use prediction !nd technolo&y !ccept!nce(
,hircu #* 02( (E***) described th!t trust is the 3edi!tor to incre!se the P:O8 in !n e-co33erce( .owever% it is the incre!se in the use of co3fort!ble web by the
3ore !nd 3ore develop3ent in web-b!sed technolo&y th!t in the re!son it beco3es 3ore difficult in the !rr!n&e3ent of ! web site (6ee !nd "hiu% E**+)("o for
th!t% the P:O8 will be 3ore si&nific!nt for the consu3er try to use of online shoppin& store( =he P8$ of the web site c!n be incre!sed by online trust (,hircu #*
02(% E***B #efen #* 02(% E**0)( =he usefulness of online shoppin& depends on l!test se!rch en&ines !nd providin& person!l service to custo3ers throu&h the
online shoppin& stores( t is the 3!in source to cont!ct with the custo3er(
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
H*
Perceived e!se of use% perceived usefulness% online trust% online shoppin& intention !nd =echnolo&y !ccept!nce 3odel (=AM) h!ve been &ettin& 3ore !w!reness
throu&h infor3!tion syste3s bec!use of its syste3 use(
On the other h!nd% it is 5ust useful in the widespre!d re&ion of infor3!tion technolo&y throu&h online shoppin&( =h!t is to s!y% ! positive effect on the P8$ is
esti3!ted when consu3ers h!ve ! trust on provided infor3!tion !nd the h!ndlin& process by the honest online shoppin& 3!ll(
H"% O0=305 29FB2 30 2C5 70=305 BC7EE30< 4/== D3== C/H5 E7B323H5 5665:2B 70 E59:53H5I 5/B5 76 FB5.
H$% O0=305 29FB2 30 2C5 70=305 BC7EE30< 4/== D3== C/H5 E7B323H5 5665:2B 70 E59:53H5I FB56F=05BB.
2.". PRIVACY
=he e;tent to which the online shoppin& web site is secure !nd protects the purch!ser infor3!tion refers to priv!cy( Due to ! l!c> of trust 3ost of people h!ve
yet to shop online or &ive person!l infor3!tion to online vendors this is the 3!5or re!son reco33ended by .off3!n et !l( ()JJJ)% bec!use people thin> th!t
online vendors will sell their priv!te infor3!tion to third person without their consent(
People don7t feel secure th!t their credit c!rd infor3!tion is s!fe !nd shielded fro3 potenti!l h!c>ers in this w!y custo3ers will hesit!te to do online shoppin&
(,ollier !nd Bienstoc>% E**F)( Precedin& study in the online shoppin& fr!3ewor> presents th!t consu3er7 perceptions of priv!cy h!ve ! positive !nd si&nific!nt
effect on consu3er trust in the online vendor (B!rt et !l(% E**1B 6iu et !l(% E**1B Ro3!Qn% E**I)(
H'% P93H/:1 3B E7B323H5=1 95=/25I 27 :FB27459 29FB2 30 2C5 70=305 BC7EE30<.
2.#. RESPONSIVENESS
Responsiveness defines th!t the efficient h!ndle of the difficulty throu&h the online shoppin&( (P!r!sur!3!n et !l(% E**1)( =he e-service Au!lity ev!lu!te by
responsiveness which h!s si&nific!nt effect thou&h online shoppin& (2!n& #* 02( E**+)( t is very critic!l th!t the consu3ers h!ve been &iven the sufficient !nd
ti3ely support to !ny Auestion or proble3 ("e3ei5n #* 02(% E**1)(
=o the Moor3!n #* 02( ()JJ0)%when 3ess!&e is send to the consu3er within ! short ti3e then &!in the fosters trust( A very speedy sent the response to the
reAuire3ent th!t is e;pected to reduce the uncert!inty( t is 3ost i3port!nt !ppro!ch for online seller to e;pl!in their custo3er-oriented !nd !ct &enerously
tow!rds consu3ers (#u33erus #* 02(% E**+)( =his is hold up for the function of responsiveness in the pro&ress of trust is &ivin& by 6ee (E**1)(
H(. R5BE70B3H505BB 3B E7B323H5=1 95=/25I 27 :FB27459 29FB2 30 2C5 70=305 BC7EE30<.

3. PROPOSED MODEL
FIGURE1% HYPOTHESIS MODEL


". RESEARCH METHODOLOGY
=he recent study is e;pressive in its n!ture( =he e;pl!n!tory rese!rch c!n be defined !s e;pl!inin& so3ethin&% so3e f!ct or !ny specific situ!tion( Descriptive
rese!rches e;pl!in the e;istin& situ!tion inste!d of interpretin& !nd 3!>in& 5ud&3ent (,reswell% )JJ+)( =he developed hypothesis th!t reflects the e;istin&
situ!tion which is the 3!in ob5ective of the descriptive rese!rch (=his rese!rch &ives the infor3!tion !bout the current situ!tion !nd focus on p!st or current
scen!rio% the custo3er !ttitudes tow!rds !ny 3!r>etin& !ctivity is the e;!3ple to the v!lue of life in ! co33odity (?u3!r% E**1)(
!.1. SAMPLE $DATA
A s!3ple of E** respondents will !s> to contribute in ! self !d3inistered Auestionn!ire% n order to collect the d!t! for underst!ndin& the condition !bout
!doption of online shoppin& intention( =he popul!tion for the current rese!rches is internet users in P!>ist!n(
A non prob!bility s!3plin& techniAue th!t is utili-in& in this recent rese!rch is convenience s!3plin&( =he techniAue th!t obt!ins !nd collects the pertinent
infor3!tion fro3 the s!3ple or the unit of the study th!t !re conveniently !v!il!ble is >nown !s convenience s!3plin& (Pi>3und% )JJI)( $or collectin& ! l!r&e
nu3ber of co3pleted surveys speedily !nd with econo3y convenience s!3plin& is &ener!lly used (6y3( et !l(% E*)*)(
t h!s ensured th!t the s!3ple 3e3bers posses two 3!in Au!lific!tion to p!rticip!te in the self !d3inistered survey ($irst one is% the s!3ple 3e3ber h!ve
enou&h !w!reness !bout internet !nd they !re !lso usin& internet% "econd one is% bec!use of h!vin& e;perience !bout internet purch!se they never buy !ny
ite3 over the internet% it !bsolutely influences the !ttitude !nd beh!vior of the respondent(
@e selected these s!3ple 3e3bers fro3 diverse 3etropolit!n cities of P!>ist!n( =wo 3!in clusters will t!r&et to collect the s!3ple d!t! li>e university students
!nd wor>in& profession!l7s( =he result of previous studies is online shoppin& intention b!sed on the selection of students !nd wor>in& profession!ls( Accordin&
to wood (E**E) youn& !dults !re 3ore online !ttr!cted in online shoppin& !s co3p!re to others( =he s>ills needed for online shoppin& c!n e!sily be le!rned by
youn& people (hubon! !nd >ennic>% )JJF)( $or the !doption of online shoppin& inco3e is !lso ! si&nific!nt f!ctor ("hin% E**J)(
!.2. INSTRUMENT AND MEASURES
=he survey instru3ent of the present rese!rch define two 3!5or purposes4 $irst is to e;!3ine the rel!tionships of different v!ri!bles in the !doption of online
shoppin& intention( "econd one is% &!ther infor3!tion !bout different individu!lity of the respondents th!t c!n be used to underst!nd the devi!tion in different
c!te&ories(
=he survey instru3ent cont!ins two sections("ection) consists of different person!l !nd de3o&r!phic v!ri!bles( =his section will !cAuire the respondent7s
infor3!tion !bout &ender% inco3e% st!tus% educ!tion% !&e% freAuency of internet use !nd possible product to be purch!sed in the future(
"ectionE include the l!tent v!ri!bles th!t !re vit!l in the e;istin& rese!rch( =hese v!ri!bles include priv!cy% responsiveness% perceived e!se of use% trust%
perceived usefulness% !ttitude tow!rds online shoppin& !nd online shoppin& intention( =his section of the study is developed b!sed on the p!st liter!ture !nd
!lre!dy used Auestionn!ires (t!ble))(
=he s!les of the study were !dopted fro3 the previous liter!ture !nd published studies( =he first v!ri!ble of the study w!s priv!cy which w!s t!>en fro3 yu et !l(
(E**1)(=his v!ri!ble h!vin& four ite3s( =he second v!ri!ble of the study w!s responsiveness which w!s t!>en fro3 ,hiu et !l (E**H) !nd it h!s three ite3s( =he
other three v!ri!ble !re perceived e!se of use% perceived usefulness% !nd online shoppin& !ttitude( :!ch v!ri!ble h!ve three ite3s !nd these sc!les were t!>en
fro3 yu et !l((E**1)(=he ne;t v!ri!ble is future online shoppin& intentions h!vin& three ite3s w!s t!>en fro3 3oon !nd >i3 (E**))( =he v!ri!ble trust is five
f!ctors !nd this sc!le w!s t!>en fro3 &efen et !l (E**0)( =he l!st v!ri!ble is online shoppin& intention !nd this sc!le w!s t!>en fro3 Ri!o =on& (E*)*)(






VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
H)
TALE1% SCALES OF THE STUDY
!.. PROCEDURE
=he Auestionn!ire w!s distributed !3on& E** respondents in B!h!w!lpur( =hese respondents !re selected b!sed on the criteri! !bove 3entioned( Before &ivin&
the Auestionn!ire% the purpose of study !nd Auestions were e;pl!ined to the respondents so they c!n e!sily fill the Auestionn!ires with relev!nt response( A
tot!l of )1* Auestionn!ires were selected !nd rest of the Auestionn!ires w!s not included in the further !n!lyses due to inco3plete or inv!lid response( After
collectin& the co3pleted Auestionn!ires% these Auestionn!ires were coded !nd entered into "P"" sheet for re&ression !n!lysis(
!.!. RELIABILITY ANALYSIS
Over!ll ,ronb!ch7s !lph! of online shoppin& Auestionn!ire ite3s !re 3ore th!n !ccept!ble !nd reco33ended v!lue *(1* by 'unn!lly ()JI*) !nd *(F* by 3oss
et !l( ()JJH)(=his shows th!t !ll the E1 ite3s were reli!ble !nd v!lid to 3e!sure the opinions of consu3ers tow!rds online shoppin& intention(

TALE2% RELIAILITY OF MEASUREMENTS INSTRUMENT
S:/=5B I254B C970J/:C A=EC/
Priv!cy
Responsiveness
=rust
Perceived e!se of use
Perceived usefulness
Online shoppin& !ttitude
Online shoppin& intention
+
0
1
0
0
0
+
(II0
(1JI
(H)J
(H)0
(IF0
(I0F
(IJE
$. RESULTS AND ANALYSIS
5.1. PROFILE OF THE RESPONDENTS
Person!l !nd de3o&r!phic infor3!tion such !s &ender% !&e% inco3e% educ!tion level% st!tus% freAuency of internet use !nd potenti!l purch!se over the internet
!re presented in the followin& t!ble (t!ble0)





















N7. V/93/J=5 I254B R565950:5
1

PRIVACY@SECURITY

)( feel 3y priv!cy is protected online shoppin&(
E( feel s!fe in 3y tr!ns!ctions with this online shoppin&(
0( feel c!n trust this online shoppin&(
+( =he online shoppin& h!s !deAu!te security $e!tures(
L3F 52 /=
?2##$G
2 RESPONSIVENESS

1. =he online stores offer ! 3e!nin&ful &u!r!ntee(
2. =he online stores tell 3e wh!t to do if 3y tr!ns!ction is not processed(
3. =he online store solves 3y proble3s pro3ptly(
CC3F 52 /=
?2##8G
3 TRUST

)( B!sed on 3y e;perience with the online store in the p!st% >now it is honest(
E( B!sed on 3y e;perience with the online store in the p!st% >now it c!res !bout its
custo3ers(
0( B!sed on 3y e;perience with the online store in the p!st% >now it >eeps its pro3ises to its
custo3ers(
+( B!sed on 3y e;perience with the online store in the p!st% >now it is trustworthy(
1( B!sed on 3y e;perience with the online store in the p!st% >now th!t the tr!ns!ctions will
be successful(
G5650 52 /=
?2##3G
" PERCEIVED EASE OF USE )( 6e!rnin& to use the internet to buy ! product would be e!sy for 3e% even for the first ti3e(
E( 8sin& the internet to buy ! product would be e!sy to do for 3e(
0( =he internet would be e!sy to be use to do 3y shoppin&(
YF 52 /=.
?2##$G
$ PERCEIVED USEFULNESS

)( 8sin& the internet to !cAuire ! product would !llow 3e to shop 3ore efficiently(
E( 8sin& the internet to !cAuire ! product would !llow 3e to do 3y shoppin& 3ore Auic>ly(
0( 8sin& the internet to !cAuire ! product would be useful to do 3y shoppin&(
YF 52 /=.
?2##$G
' ONLINE SHOPPING
ATTITUDE
)( 8sin& the internet to do 3y shoppin& is ! &ood ide!(
E( My &ener!l opinion of electronic co33erce is positive(
0( 8sin& the internet to purch!se ! product see3s !n intelli&ent ide! to 3e(
YF 52 /=.
?2##$G
( ONLINE SHOPPING
INTENTION
)( =here is ! stron& li>elihood th!t will buy online in the ne!r future(
E( would li>e to reco33end online shoppin& to 3y friends(
0( intend to use online shoppin& within the ne;t )-E ye!rs(
+( intend to use online shoppin& freAuently over the ne;t )-E ye!rs(
X3/7 T70<
?2#1#G
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
HE
TALE3% PROFILE OF THE RESPONDENT
V/93/J=5 C/25<791 F95KF50:1 P59:502/<5
GENDER M!le
$e3!le
H)
FJ
1+(*
+F(*
AGE )1-E* ye!rs
E)-E1 ye!rs
EF-0* ye!rs
0)-01 ye!rs
0F-+* ye!rs
Above +) ye!rs
E0
JF
H
)0
F
+
)1(0
F+(*
1(0
H(I
+(*
E(I
INCOME

Below )1***
)1***-E1***
E1***-01***
01***-+1***
+1***-11***
Above 11***
J0
E*
)1
J
H
1
FE(*
)0(0
)*(*
F(*
1(0
0(0
EDUCATION M!tricul!tion
nter3edi!te
B!chelor
M!ster
M"/M( Phil
Ph(D
0
1
+I
IH
)F
)
E(*
0(0
0)(0
1E(*
)*(I
(I
STATUS "tudent
:3ployed
Business3!n
8ne3ployed
JH
+J
E
)
F1(0
0E(I
)(0
(I
FREQUENCY INTERNET USE 6ess th!n ) hour
)-E hours
E-0 hours
0-+ hours
+-1 hours
1-F hours
1E
+*
E0
)+
))
)*
0+(I
EF(I
)1(0
J(0
I(0
F(I
FUTURE PURCHASE OVER INTERNET Boo>/M!&!-ine
Music ,D/D9D
9ideo ,D/D9D
,lothes/#!r3ents
"hoes
"port :Auip3ents
Airline =ic>etin&
#!3es/"oftw!re
:lectronics
.otel Reserv!tion
=oys/#ifts
,os3etics
Other
01
E
J
EE
1
F
)H
)0
I
1
F
)1
I
E0(0
)(0
F(*
)+(I
0(0
+(*
)E(*
H(I
+(I
0(0
+(*
)*(*
+(I

$.2 HYPOTHESIS TESTING
$.2.1. ATTITUDE AND ONLINE SHOPPING INTENTION
Re&ression !n!lysis show th!t positive rel!tion both online shoppin& !ttitude !nd online shoppin& intention with (ST*(1+I) !nd (pU*(***)( n this w!y result
show th!t online shoppin& !ttitude contributes 3ore th!n 11V to online shoppin& intention (=his result of the study v!lid!te .)(
$.2.2. PERCEIVED EASE OF USE) PERCEIVED USEFULNESS AND ATTITUDE
Due to the results% both v!ri!bles perceive e!se of use !nd perceived useful h!ve positive si&nific!nt% positive rel!tionship with online shoppin& !ttitude(
"i&nific!nt% re&ression results of perceived e!se of use with online shoppin& !ttitude with (ST*( E+0) !nd (pU*(*))( n this w!y perceived e!se of use contributes
3ore th!n E+V to online shoppin& !ttitude( "pecific!lly% Perceived usefulness h!s ! si&nific!nt positive rel!tionship with (ST*(+I1) !nd (pU*(***)( =h!t 3e!ns
the perceived usefulness contributes 3ore th!n +IV to online shoppin& !ttitude( Results of the current study v!lid!te .E !nd .0(
$.2.3 TRUST AND PERCEIVED EASE OF USE
=he re&ression results of the study confir3 the si&nific!nt positive rel!tionship between =rust !nd Perceived e!se of use with (ST*( +0I) !nd (pU*(***)(
Accordin& to these results% online shoppin& !ttitude contributes 3ore th!n ++V to online shoppin& intention (=hese results of the study v!lid!te .+(
$.2." TRUST AND PERCEIVED USEFULNESS
=he re&ression results of the study confir3 the si&nific!nt positive rel!tionship between =rust !nd Perceived usefulness with (ST*( (11)) !nd (pU*(***)(
Accordin& to these results% online shoppin& !ttitude contributes 3ore th!n 11V to online shoppin& intention (=hese results of the study v!lid!te .1(
$.2.$ PRIVACY AND TRUST
Re&ression !n!lysis of the online shoppin& 3odel shows th!t there is ! si&nific!nt positive rel!tionships between priv!cy !nd trust with (ST*( 0JJ) !nd
(pU*(***)(=he results su&&est th!t the priv!cy contribute !l3ost +*Vto trust( =he results of the study support .F(
$.2.' RESPONSIVENESS AND TRUST
Re&ression esti3!tes results show th!t Responsiveness si&nific!ntly rel!ted with trust( =here is ! si&nific!nt positive rel!tionship between Responsiveness !nd
trust with (ST*( (01J) !nd (pU*(***)( =he results su&&est th!t the priv!cy contribute !l3ost 0FVto trust( =he !bove results confir3 .I(
TALE "% "u33!ri-es the re&ression results of the study
FIGURE 2% "hows the &r!phic!l present!tion of the structur!l 3odel(






VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
H0
TALE"% REGRESSION RESULTS











FIGURE2% STRUCTURAL MODEL RESULTS


'. DISCUSSION
=he 3!5or p!rt of this study lies in verifyin& ! 3odel th!t inte&r!te the influence of responsiveness% priv!cy% trust% perceived usefulness% perceived e!se of use%
!ttitude tow!rds online shoppin& intention(
=his study provides evidence for the rel!tionship between priv!cy% responsiveness !nd trust( Prior rese!rches in the online shoppin& perspective shows th!t
consu3er perception of priv!cy h!s ! positive !nd si&nific!nt effect on their online shoppin& (B!rt #* 02., E**1B 6iu #* 02., E**1B Ro3!n% E**I)( People don7t feel
secure th!t their credit c!rd infor3!tion is s!fe !nd shielded fro3 potenti!l h!c>ers th!t 3e!n custo3ers will hesit!te to do online shoppin&( =his study h!s !lso
de3onstr!ted th!t responsiveness h!s positive influence on !doption of online shoppin&( =i3ely cont!cts with online vendors incre!se trust of custo3ers
!ccordin& to Moor3!n #* 02. 7)JJ0)( A f!st reply shows th!t online vendors !re custo3er-oriented !nd due to f!st reply uncert!inty di3inishes(
A3plific!tion c!n be found th!t online trust incre!se perceived e!se of use !nd perceived usefulness( ,onsu3ers trust pl!ys the role of !ssur!nce usefulness
e;pected in online !t3osphere (#efen% )JJI)( =he online purch!ser prefer those shoppin& 3!lls which !re convenient% provide useful infor3!tion !nd e!sy to
use( =he different online shoppin& stores sell si3il!r services !nd co33odities% if the online purch!ser does not observe which online shoppin& store is 3ore
v!lu!ble% then online purch!ser will e!sily 3ove to !nother co3petitor( =he ris> of online purch!ser c!n be reduced throu&h trust !nd trust cre!tes ! positive
i3pression !bout the internet of online purch!ser( =he other si&nific!nt contribution of this study is indirect influence of P:O8 !nd P8$ throu&h !ttitude
tow!rds online shoppin& intention( Above result h!s si&nific!nt 3!n!&eri!l i3plic!tion( Online shoppin& stores desi&ns ! user friendly website then ! lot of
custo3ers will incre!se the service !nd Au!lity consider!tion( =his study is consistent with the previous studies th!t positive !ttitude of the online purch!ser
results in stron&er buyin& intention( Prior rese!rches (?!r!h!n! !nd "trub% E**0B #efen !nd "t!rub% E**+) e;pl!ined th!t P8$ !nd P:O8 &uide to incre!se of
online shoppin& intention( @hen custo3ers find the web site !nd rel!ted technolo&y !re useful for online shoppin& then custo3ers Auic>ly re!dy to !dopt the
technolo&y( =hese findin&s show th!t P8$ h!s &re!ter influence on !ttitude !s co3p!re to P:O8( =he online shoppin& is truthful !nd fr!n> !nd the infor3!tion
&ive for 3!n!&in& the de!l is honest for the online buyer which is e;pected when perceived usefulness h!s positive effect( =he custo3er trust !bout online
shoppin& should be incre!sed by P8$ of the website( ( ,hircu #* 02(% E***B #efen #* 02(% E**0)( =he online infor3!tion helps their custo3ers to 3!>in& purch!se
decision !nd influences online shoppin& intention th!t uses internet (,ritrin et !l% E**0B "hi3 et !lB E**))( =his study identifies re!sons th!t hinders !nd inspire
people to c!rry on or !ccept online shoppin& technolo&y(
n &ener!l% these results e3ph!si-e the re!sons followin& the success !nd f!ilure of the online shoppin&( =he online infor3!tion helps their custo3ers to 3!>in&
purch!se decision !nd influences online shoppin& intention th!t uses internet( =he online shoppin& is truthful !nd fr!n> !nd the infor3!tion &ive for 3!n!&in&
the de!l is honest for the online buyer which is e;pected when P8$ h!s positive effect( =he custo3er trust !bout online shoppin& should be incre!sed by P8$ of
the website(

(. LIMITATIONS
=he li3it!tion of this study d!t! is put in "P"" only )1* use!ble Auestioners( t is so short of this study% Auestioners( =he other li3it!tion is th!t d!t! is collected
only fro3 one re&ion (B!h!w!lpur) in this w!y the beh!vior of other people in different cities is not included in this study for online shoppin&( =he 3!in
li3it!tion of this study is th!t Auestioners !re fillin& only lower level people( 6ower level people do not perfor3 the online shoppin& bec!use their purch!sin&
power is li3ited( @e should fill the Auestioners in this study the 3iddle or upper level people(

8. REFERENCES
)( Ahn%=(% Ryu% "( !nd .!n% ( (E**I)% L=he i3p!ct of web Au!lity !nd pl!yfulness on user !ccept!nce of online ret!ilin&G% nfor3!tion < M!n!&e3ent% 9ol( ++
'o( 0% pp( EF0-I1(
E( A5-en% ( ()JH1)% L$ro3 intentions to !ctions4 ! theory of pl!nned beh!viorG% in ?uhl% J( !nd Bec>3!nn% J( (:ds)% Action ,ontrol4 $ro3 ,o&nition to Beh!vior%
"prin&er% 'ew 2or>% '2% pp( s))-0J(
0( A5-en%( ()JJ))% L=he theory of pl!nned beh!viorG% Or&!ni-!tion!l Beh!vior !nd .u3!n Decision Processes% 9ol( 1*% pp( )IJ-E))(
+( Ar3it!&e% ,( !nd ,onner% M( (E**))% LMet!-!n!lysis of the theory of pl!nned beh!viorG% British Journ!l of "oci!l Psycholo&y% 9ol( +*% pp( +I)-JJ(
1( B!bin% B(J( !nd B!bin% 6( (E**))% L"ee>in& so3ethin& differentW A 3odel of sche3! typic!lity%
F( B!bin% B(J(% D!rden% @(R( !nd #riffin% M( ()JJ+)% L@or> !nd/or fun4 3e!surin& hedonic !nd utilit!ri!n shoppin& v!lueG% Journ!l of ,onsu3er Rese!rch% 9ol(
E* 'o( )% pp( F++-1F(
I( B!bin%B(J( !nd D!rden% @(R( ()JJ1)% L,onsu3er self-re&ul!tion in ! ret!il environ3entG% Journ!l of Ret!ilin&% 9ol( I) 'o( )% pp( +I-I*(
H1E72C5B3B M7I5= V/93/J=5B EB234/25 ?LG S.E. C.R. S3<0363:/0:5?PG R5BF=2B
.) intention Attitude (1+I (*I1 I(J+H (*** "upported
.E
.0
Attitude P:O8
Attitude P8$
(E+0
(+I1
(*F1
(*I)
0(0*+
F(+FI
(**)
(***
"upported
"upported
.+
.1
P:O8 =rust
P8$ =rust
(+0I
(11)
(*HI
(*I0
1(J)*
H(*01
(***
(***
"upported
"upported
.F
.I
=rust Priv!cy
=rust Response
(0JJ
(01J
(*IE
(*I+
1(EIE
+(I+0
(***
(***
"upported
"upported
VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
http4//i5rc3(or&(in/
H+
H( B!rt%2(% "h!n>!r% 9(% "ult!n% $( !nd 8rb!n% #(6( (E**1)% LAre the drivers !nd role of online trust the s!3e for !ll web sites !nd consu3ersW A l!r&e-sc!le
e;plor!tory e3piric!l studyG%
J( Bh!tt!cher5ee% A( (E**))% L8nderst!ndin& infor3!tion syste3s continu!nce4 !n e;pect!tion-confir3!tion 3odelG% M" Xu!rterly% 9ol( E1 'o( 0% pp( 01)-I*(
)*( ,hen 2.% B!rnes " (E**I)( niti!l trust !nd online buyer beh!viour( nd( M!n!&e( D!t! "yst( )*I ())% E)-0F(
))( ,hen% 6(% #illenson% M(6( !nd "herrell% D(6( (E**E)% L:nticin& online consu3ers4 !n e;tended technolo&y !ccept!nce perspectiveG% nfor3!tion <
M!n!&e3ent% 9ol( 0J 'o( H% pp( I*1-)J(
)E( ,hircu% A(M(% D!vis% #(B( !nd ?!uff3!n% R(J( (E***)% L=rust% e;pertise !nd e-co33erce inter3edi!ry !doptionG% in De#ross% J( (:d()% Proceedin&s of the "i;th
A3eric!s ,onference on nfor3!tion "yste3s% A,M% 'ew 2or>% pp( I)*-F(
)0( ,ollier%J(:( !nd Bienstoc>% ,(,( (E**F)% LMe!surin& service Au!lity in e-ret!ilin&G% Journ!l of "ervice Rese!rch% 9ol( H 'o( 0% pp( EF*-I1(
)+( consu3er !ffect% purch!se intentions !nd perceived shoppin& v!lueG% Journ!l of Business
)1( consu3ers7 perspectiveG% Journ!l of Business :thics% 9ol( IE 'o( E% pp( )0)-+H(
)F( ,reswell% J(@( ()JJ+) Rese!rch Desi&n4 Xu!lit!tive < Xu!ntit!tive Appro!ches( 6ondon4 "A#: Public!tions
)I( D!vis% $(D( ()JHJ)% LPerceived usefulness% perceived e!se of use% !nd user !ccept!nce of infor3!tion technolo&yG% M" Xu!rterly% 9ol( )0 'o( 0% pp( 0)J-+*(
)H( D!vis%$(D( ()JHJ) Perceived usefulness% perceived e!se of use !nd use !ccept!nce of infor3!tion technolo&y( M" Xu!rterly()0 (0)( 0)J-0+*(
)J( D!vis%$(D(% B!&o--i% R(P( !nd @!rsh!w% P(R( ()JHJ)% L8ser !ccept!nce of co3puter technolo&y4 ! co3p!rison of two theoretic!l 3odelsG% M!n!&e3ent
"cience% 9ol( 01 'o( H% pp( JHE-)**0(
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VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT
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VOLUME NO. 3 (2013), ISSUE NO. 03 (MARCH) ISSN 2231-1009
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