This study examines the online shopping behaviour of 142 international university
students (IUSs) within the context of a modified version of the Technology Acceptance
Model (TAM). Results indicate that perceived entertainment outweighs the impact of
perceived usefulness (PU) and perceived self-efficacy (PSE) on attitude towards online
shopping (ATT). Perceived risk (PR) was not related to ATT and ATT and behavioural
intentions (BI) did not influence actual behaviour. Experience was strongly related to
ATT, but demographics have little influence on TAM measures. Entertainment and
usefulness were the primary motives for IUSs to shop online. The findings of this study
could help universities and e-retailers develop guidelines to ensure a safe and attractive
e-shopping experience for IUSs.