Browsing by Author "Tekle, Meron"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Investigating Factors Affecting Consumers’ Intention to use Ecommerce :A Case Study of Awtar Music Application
    (Addis Ababa University, 2021-10) Tekle, Meron; Mesfin, Tewodros (PhD)
    The diffusion ofinformation and communication technologyinto marketing activities hastranslated into the use of online shopping or ecommerce activities to maximize convenience to every aspect of day-to-day life.The main aim of this research was to investigate factors that affect consumers’ intention to use ecommerce in the Ethiopian context, with a case study of Awtar Music Application by applying the extended Technology Acceptance model. The study followed an explanatory design and quantitative research approach. Regression analysis was conducted to see the relationship between all independent variables, namely Perceived Ease of Use, Perceived Usefulness, Subjective Norms, Perceived Cost, Perceived Trust and Perceived Awareness and the dependent variable - Intention to Use Ecommerce. Primary data was collected by using 5-point Likert-scale questionnaire. From a sample size of 397 target respondents, about 389 were properly filled and returned. The collected responses from the survey questionnaire were analyzed using IBM’s SPSS version 20 software package to provide descriptive statistics, correlation, ANOVA and multiple regression outputs. Accordingly,Perceived Ease of Use was found to have the strongest unique contribution to explaining the dependent variable while Perceived Awareness has the smallest contribution. Consequently, recommendations for the case study company and other Ecommerce companies include focusing their resources towards coming up with platforms that are appealing to consumers’ perceptions in terms of ease of using, benefits to be received, cost and trust perspectives, in order to achieve successful utilization, and ensure competitiveness in the future.