Browsing by Author "Abdulaziz Sani"

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    The Effect of Website Quality Dimensions on Online Impulse Buying Behavior of Apparel Consumers in Addis Ababa, Ethiopia: the Mediating Role of Hedonic and Utilitarian Values
    (Addis Ababa University, 2023-06) Abdulaziz Sani; Mesfin Workineh (PhD)
    This study was carried out with the intention of examining factors affecting online impulse buying behavior. One of these factors is found to be website quality dimensions of website visual appeal and ease of use. In this study, the mediation role of consumer shopping values, hedonic and utilitarian value, was investigated. the study employed stimulus organism response (SOR) as model.The study focused on four selected local online apparel shopping websites. From a sample of 384 respondents were selected from which only 367 workable and valid questionnaire were collected. After collecting the data, it was analyzed with spss version 22 and AMOS 24 for structural equation modeling to test hypothesized relationships. The main findings of the study showed that visual appeal of shopping websites affects online impulse buying directly and indirectly through both hedonic value and utilitarian value. On the other hand, ease of use of the shopping platforms was found to have direct effect and indirect effect through utilitarian value only. Therefore, it was concluded that each type of website quality is found to influence the online impulse buying behavior through the different aspect of the consumer shopping values