The article describes the importance of motivational factors through an analysis of the core TAM constructs in
the context of marketing IS evaluation. We argue that our findings compliment current IS evaluation strategy,
specially for measuring motivational elements for online IS. The study consequently provides an empirical
validation of the importance of motivational and behavioural factors. Through an experimental analysis we
evaluated the relative importance of
perceived enjoyment with perceived usefulness of using an online website
for shopping purposes and found that enjoyment was by fa
r the dominant predictor of
attitude towards online
shopping. The result illustrates that in terms of IS
evaluation online environmen
ts have moved from being
functional online applications to being functional, engaging and interactive online IS (e.g. websites).   ---Conference held Geelong Waterfront Campus, Deakin University, Geelong, Victoria, 3-5 December, 2012