The Effect of Digital Marketing on Consumers Intent to Purchase Digital Products and Services
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Date
2024-10
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Addis Ababa University
Abstract
The main objective of this study was to examine the effect of digital marketing on consumers intent to purchase digital products and services, particularly effective digital marketing on consumer purchase intention for digital product and service providers. Though there are many quality dimensions that can be studied in this area, the researcher tried to analyses six, namely reliability, ease of use, access, personalization, security, and credibility. A quantitative research design is applied in the study. With regard to sampling technique, convenience sampling, a non-probability technique were applied to determine the sample size of digital service users. The researcher has used both primary and secondary data. The primary data were collected through structured questionnaires prepared in English and distributed to 376 customers. Whereas the secondary data are gathered from existing literature, previous studies, the company’s web site, internal publications, fact sheets, and the internet as well. SPSS Version 25 was used to analyses the collected data with descriptive and inferential statistics and to test the hypotheses put forward. The findings obtained from multiple regression analysis have shown that reliability, ease of use, access, and credibility have a positive and significant correlation with consumer purchase intention, which led to the support of hypotheses one, two, three, and six. While personalization and security were found to be statistically insignificant in impacting digital consumer purchase intention, which led to rejecting hypotheses four and five, Therefore, the company has to work aggressively to improve on personalization and security quality dimensions to improve the experience of its customers so that the number of users of digital products and services can increase. The study highlights more studies to be conducted in the area by broadening the scope, sample size, and variables involved.
Key Words: Ethiotelecom, reliability, ease of use, access, personalization, security and credibility