Website usability and its effect on online purchase intention The case of Ethiopian Airlines
| dc.contributor.advisor | Kebede, Hailemariam (PhD) | |
| dc.contributor.author | Eshetu, Brook | |
| dc.date.accessioned | 2021-01-04T06:12:51Z | |
| dc.date.accessioned | 2023-11-04T14:08:34Z | |
| dc.date.available | 2021-01-04T06:12:51Z | |
| dc.date.available | 2023-11-04T14:08:34Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | This research thoroughly studied the effect of website usability on online purchase intention and the official website of Ethiopian airlines. www.ethopianairliens.com, was selected to analyze this relationship. The principal aim is to identify major variables which significantly affect purchase intention. For this ambition, various literatures were used to discuss the relation between the dependent and the independent variable. The study used WEBUSE development model (Content, organization and readability, Navigation & Links, User interface design and Performance and effectiveness) in order to measure website usability. The model was also used for the development of the conceptual framework and hypothesis construction. To investigate online purchase intention, technology oriented and social oriented perspectives are used. Using explanatory research design, a questionnaire was shared in travel and tourist guide groups found in different social medias with the intention of tracing online customers of Ethiopian airlines. A total of 385 clean data records were analyzed using descriptive and inferential statistical analysis via SPSS Version 20. Based on the analyzed data it is observed that "Content, organization & readability” and “Navigation & Links has week relation with online purchase intention. In contrast, “User interface design” and “Performance and effectiveness” showed strong relation with online purchase intention. From this the researcher suggested that the company should give great emphasis on improving the two aspects of website usability that have significant relationship with the purchase intention of online customers which will in turn affect the sales volume of the company | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24528 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Consumer’s online purchase intention | en_US |
| dc.subject | Website usability | en_US |
| dc.subject | Content | en_US |
| dc.title | Website usability and its effect on online purchase intention The case of Ethiopian Airlines | en_US |
| dc.type | Thesis | en_US |