【正文】 , price, wider selection, customer service and fun) and relative significant of each, the independent variables in explaining the dependent variable. Multiple regressions were conducted to investigate second objecttive. This study employs user attitude toward online shopping as dependent variables and online shopping orientation and online shopping perceived benefits as independent variables. RESULT AND DISCUSSION To determine relationship on attitude toward online shopping H1: There is positive relationship between utilitarian orientation and attitude The relationship between attitude toward online shopping and utilitarian orientation was investigated using Pearson productmoment correlation Table .2 illustrates this pattern. From the results, the strongest linear relationship was found to exist between attitude toward online shopping and utilitarian orientation (r =.596, Pvalue = ). Since the average score is p , hypothesis 1 is accepted. This finding was supported by theory acceptance model (TAM) that utilitarian orientation aspect of consumer experience influence consumer attitude toward using a new technology or system (Lee et al., 2021). Since utilitarian orientation of online shopping reflects usefulness and ease of use aspects (Monsuwe et al., 2021). Moreover, Li et al. (2021) suggested that future research investigate the effects of utilitarian shopping orientations on online shopping adoption. The present study answers this call: utilitarian shopping orientation as aspects of usefulness and ease of use had a significant positive relationship with attitude toward online shopping. H2: There is positive relation between hedonic orientation and attitude The relationship between attitude toward online shopping and hedonic orientation was investigated using Pearson productmoment correlation coefficients. As indicated in Table 2, the strongest linear relationship was found to exist between attitude toward online shopping and perceived online shopping benefits (r = , Pvalue =). Since the average score is p , hypothesis 2 is accepted. This finding was supported by the theory acceptance model (TAM) that hedonic orientation of online shopping reflects enjoyment aspect because hedonists seek fun, fantasy, and enjoyable experiences (Monsuwe et al.,2021). Thus, within TAM, hedonic orientation appears to influence consumer attitude toward online shopping (Davis et al., 1989). Moreover, Moon and Kim (2021) indicated that playfulness as hedonic aspect significantly affects attitude and behavioral intention toward use of the World Wide Web. Hedonic value had the positive relationship with attitude toward online retailers, which is in line with Childers et al.?s (2021) findings. They tend to pursue hedonic experience by creating positive emotional arousal while purchasing and consuming products (Babin et al., 1994). The present study answer this call: hedonic shopping orientation as aspect of enjoyment had a significant positive relationship with attitude toward online shopping. H3: There is positive relationship between the perceived benefits and the attitude The relationship between attitude toward online shopping and perceived online shopping benefits was investigated using Pearson productmoment correlation coefficients. As depicted in Table 2, the strongest linear relationship was found to exist between attitude toward online shopping and perceived online shopping benefits (r = , Pvalue =). The positive correlation coefficient of indicates that as the score for attitude toward online shopping increasees so do the rating for perceived benefits. Therefore, it showed that consumers? perceived benefits are highly and significantly correlated with attitude toward online shopping. Since the average score is p , hypothesis 3 is accepted. Therefore, Pearson correlation proved that there is a significant relationship between attitude and benefits. It is consistent with the earlier study of (Jarvenpaa and Todd, 1997。 Chiang and Dholakia, 2021。Fenech and O?Cass, 2021。Karayanni, 2021。 McKinney, 2021)findings. Moreover, researchers have mentioned that time efficiency and convenience (24hour availability of online storefront and accessibility from almost any location) have been found to be significant explanatory factors for Inter shopping adoption (Karayanni, 2021) and also provides consumers with a powerful alternative channel for making purchases. The second dominant factor that motivates online consumers to purchase goods and services over the Inter is the good selection and wider availability of product choices offered by online retailers. Online retailers are able to provide a wide range and assortments of products as pared to traditional channels simply because there is no physical space limit on the number of products that online retailers can display on their online storefronts. Furthermore,the number of online stores that consumers are able to visit online pared to far physical stores, thus,exceeds the number of providing them with a wider selection of products to choose from (Harn et al., 2021). The third dominant factor that influences consumers to shop online through the inter is good price offered by online retailers. The finding is consist with the research done by Ghani et al. (2021) on online purchasing in general, the study identified price as the major factors influencing online purchase behavior. Online retailers are able to offer cheaper price because of the shrinking cost of information processing, lower operating cost and global reach provided by the inter (Rowley, 2021). In addition, Strauss and Frost (1999) also identified theease of paring price as one of the most important motivator to online shopping. The simplest reason for consumers to purchase online is to save money from the cheaper price offered by online ret