【正文】 Kim and Kim, 2021。 Jarvenpaa and Todd, 1997。 Rohm and Swaminathan, 2021). As a result, convenience and wider selection and price are the main determinant of attitude toward online shopping . In terms of findings convenience is the most mon factor that motivates consumers to shop online through the inter which is in line with (Chen and Chang, 2021。 Vijayasarathy and Jones, 2021) who found that Intent shopping benefits was significantly associated with attitude toward online shopping and intentions to shop online. Moreover, ShwuIng (2021) found consumers? benefits perception prised convenience, selections freedom,information abundance, homepage design and pany name familiarity has a significant relationship with attitude toward online shopping To predict consumers’ attitude toward online shopping The result of multiple regression analysis for attitude toward online shopping and factors of online shopping orientation, online shopping perceived benefits showed significant positive correlation for purchase convenience, price, wider selection and utilitarian orientation. Rsquared (R2= ) for relationship between convenience, price, wider selection, utilitarian orientation, and attitude, implies that the predictors explained 66 % of the variance/ variation in the attitude toward online The value of test statistic indicates a statistically significant relationship between attitude toward online shopping and purchase convenience, price, wider selection, utilitarian orientation (p , p ).Table 3 illustrates estimates of the model coefficients. The result is consistent with the findings that has been shown in the literature (Forsythe and Shi, 2021), consumers have generally revealed that their main motivation to use the Inter to shop that it is more convenient to shop online than instore, wider selection of retailers and paring price among retailer (Burke, 2021。 the majorities of postgraduate students are employed and have different online cards to purchase products through the inter. In addition, today?s university students represent a significant part of the online buying consumers and a longterm potential market (Bruin and Lawrence, 2021). A selfadministered questionnaire was distributed to 500 students randomly in the selected faculties and institutes. All the selected respondents were enrolled in their respective faculties or institutes doing broad range of courses. Among 500 questionnaires that were distributed, approximately 405 were returned and only 370 fully answered questionnaires from the respondents were utilized. The respondents? profile was categorized into groups namely。 Wolfinbarger and Gilly, 2021). Therefore, understanding consumer attitudes help marketing managers to predict the online shopping rate and evaluate the future growth of online merce. METHODOLOGY Conceptual foundation and framework The classic theory of reasoned action (TRA) (Ajzen and Fishbein,1980) and TAM have been extensively adopted for explaining and predicting user behavior in an online shopping environment (Pavlou,2021). TAM posits that actual system use is determined by users? behavioral intention to use, which is in turn influenced by their attitude toward usage. Attitude is directly affected by users? belief about a system, which consist of perceived usefulness and ease of use (Davis, 1986). This beliefaffectintentionbehavior causality has proven valid in the online shopping environment (Chen et al., 2021。 Goldsmith and Flynn, 2021。 Wolfinbarger and Gilly, 2021). Utilitarian shopping orientations Consumers who are utilitarian have goaloriented shopping behaviors. Utilitarian shoppers shop online based on rational necessity which is related to a specific goal (Kim and Shim, 2021). They look for taskoriented, efficient, rational, deliberate online shopping rather than an entertaining experience (Wolfinbarger and Gilly, 2021). Their most important anxiety in online shopping is to purchases in an efficient and timely way to achieve their goals with least amount irritation (Monsuwe et al., 2021) Convenience orientation mentioned the utilitarian value of shopping, as a taskrelated, rational, deliberate and efficient activity (Babin et al., 1994). Therefore, shoppers with convenience orientations try to minimize their search cost as much as possible to save time or energy for activities other than shopping. In terms of the effect of utilitarian shopping orientation, Shim et al. (2021) posited that consumers who highly evaluate the utilitarian aspect of shopping will more likely use the Inter for an information source. Hedonic shopping orientations Consumers who are hedonist have experiential shopping behavior. Hedonists not only gather information to shop online but also seek fun, excitement, arousal, joy, festive, escapism, fantasy, adventure, etc. (Monsuwe et al.,2021). These experiential shoppers want to be immersed in the experience rather than to achieve their goals by shopping online (Wolfinbarger and Gilly, 2021) and their perceived experiences also depend on the medium characteristics that induce enjoyable experiences (Sorce et al., 2021). Generally, when hedonists are satisfied, the possibility of impulse purchases and frequency of visiting the website will increase . Therefore, the design of a website to attract experiential shoppers merits special attention to insure the conversion of shoppers? product navigation into purchases. Childers et confirmed that hedonic orientations for online shopping are important predictors of attitudes toward online shopping. Some research findings have shown hedonic motivations to have powerful influences on shopping behavior in both traditional and online shopping environments (Menon and Kahn, 2021). Thus, for systems that are hedonic in nature, researcher can expect hedonic orientations provide to be sig