The Impact of Novelty on Consumer Purchasing Decisions: In the case of Seregela Gebeya
| dc.contributor.advisor | Ethiopia Legesse (PhD) | |
| dc.contributor.author | Natnael yohannes | |
| dc.date.accessioned | 2025-03-06T04:12:49Z | |
| dc.date.available | 2025-03-06T04:12:49Z | |
| dc.date.issued | 2024-09-01 | |
| dc.description.abstract | This study investigates the impact of novelty perception on consumer purchasing decisions in both online and offline retail channels, using Seregela Gebeya as a case study. Drawing upon the Stimulus-Organism- Response (S-O-R) model, the research examines how novelty perception acts as a stimulus that influences consumer attitudes and purchasing behavior. The study also explores the mediating roles of trust and ease of use in the relationship between novelty perception and consumer purchasing decisions. A quantitative research approach was employed, with data collected through a structured questionnaire administered online (using digital platform (Google survey website platform to distribute the survey questionnaire to respondents and to collect their responses) to randomly selected customers of Seregela Gebeya. The sample consisted of 221 respondents, selected using (stratified) random sampling to ensure representativeness across different demographic groups. AMOS (SPSS) Structural Equation Modelling to the direct and indirect (through ease and trust) effect of novelty perception on online/offline purchasing decisions. The findings revealed that novelty perception positively influences consumer purchasing decisions in both online and offline retail channels. The study also compares the impact of novelty perception on purchasing decisions between online and offline retail channels. The results indicate that while novelty perception is important in both settings, its effect is more pronounced in online retail. These findings have important implications for retailers seeking to enhance customer engagement and drive sales through innovative product offerings. By understanding the role of novelty perception and the mediating factors of trust and ease of use, retailers can develop effective strategies to leverage novelty and create a competitive advantage in the rapidly evolving retail landscape. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/4788 | |
| dc.language.iso | en | |
| dc.publisher | A.A.U | |
| dc.title | The Impact of Novelty on Consumer Purchasing Decisions: In the case of Seregela Gebeya | |
| dc.type | Thesis |