| Abstract: | Electronic commerce, in a broad sense, is the use of computer networks to improve organizational
performance, increase profitability, gain market share, improve customer service, and deliver
service in a speedy way. Though it has many usages it has also its own pitfalls. The study examines
determinants of purchasing intention of online consumers in the case of General wingate poly
college in addis ababa. There are 195 selected questionnaires that are qualified for data
processing Study factors include consumers’ attitude, subjective norms, perception of behavioural
control, perception of usefulness, E-payment perceived risk, and trust . The collected data are
analyzed through a process that starts from a scale reliability test to, correlation analysis and
regression analysis. The study's outcomes are expected to provide e-commerce firms with insight
into the determinants of the purchase intention of consumers' online shopping behavior, allowing
them to develop appropriate business strategies tailored to the consumers' purchase intention and
preferences, thus ensuring a competitive advantage over competitors in various ways. |
