| Abstract: | The purpose of this research is to identify the crucial variables impacting consumers desire to
purchase on online digital market platforms, and narrow the research gap on determinants of
online purchase intention of Ethiopian consumers .The conceptual framework was designed by
treating online purchase intention as dependent variable and perceived usefulness, perceived
ease of use, website design and trust as independent variables adopted from Technology
Acceptance Model (TAM) by Davis, (1989). This study adopted a descriptive and inferential
statistics research design. The primary study technique used to collect relevant data was a
questionnaire. The information was gathered from 290 online market platform user Ethiopians
using Non random sampling technique, To analyze the collected data both descriptive and
inferential statistics were used. The results of this study highlighted four useful decision-making
elements that have an impact on the selected consumers’ intention to buy on online digital
market platforms including Website Design, Perceived Usefulness, Perceived Ease of Use and
Trust and among the independent variables trust has the moat effect on consumers purchase
intention based on the result obtained. The Practical Implication of this research shows that with
a clear understanding of the key determinants of consumers purchase intention on online digital
market platforms; manufacturers, online marketers, and retailers can create effective market
strategies, enhance technology, and make smart marketing choices that will help them gain
global competitive advantage |
