FACTORS AFFECTING CONSUMERS ONLINE PURCHASING INTENTION

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