This paper presents a framework to understand the factors influencing consumers' attitudes and intentions to shop online. It builds on the Technology Acceptance Model (TAM) and incorporates exogenous factors such as consumer traits, situational factors, product characteristics, previous online shopping experiences, and trust in online shopping. The framework shows that attitudes and intentions toward online shopping are influenced not only by ease of use, usefulness, and enjoyment but also by these exogenous factors. The study highlights the importance of considering both utilitarian and hedonic aspects of online shopping. It also discusses the differences between online and traditional shopping, noting that online shopping offers convenience, efficiency, and anonymity, but lacks the physical interaction and sensory experience of traditional shopping. The paper concludes that while online shopping has many advantages, it also has limitations, and consumers may prefer traditional shopping in certain situations. The framework provides a basis for further research and practical applications in e-commerce.This paper presents a framework to understand the factors influencing consumers' attitudes and intentions to shop online. It builds on the Technology Acceptance Model (TAM) and incorporates exogenous factors such as consumer traits, situational factors, product characteristics, previous online shopping experiences, and trust in online shopping. The framework shows that attitudes and intentions toward online shopping are influenced not only by ease of use, usefulness, and enjoyment but also by these exogenous factors. The study highlights the importance of considering both utilitarian and hedonic aspects of online shopping. It also discusses the differences between online and traditional shopping, noting that online shopping offers convenience, efficiency, and anonymity, but lacks the physical interaction and sensory experience of traditional shopping. The paper concludes that while online shopping has many advantages, it also has limitations, and consumers may prefer traditional shopping in certain situations. The framework provides a basis for further research and practical applications in e-commerce.