Factors Affecting Consumers’ Online Purchasing Decision: A Study Case on Deliver Addis
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Date
2021-07
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Addis Ababa University
Abstract
Online food delivery service is an up-and-coming industry in today’s world and it has been escalating extensively worldwide. Ethiopia has also been experiencing an increase in online food delivery service providers; however, it seems to be one of the countries behind from the rest of the world regarding online use for such services along with other forms of online shopping. Research study into the factors which affect consumers’ online purchasing decision is thus of importance for the current and also emerging online food delivery services in order for them to use the right strategies in providing their services. This research investigates the factors that affect customers’ online purchasing decision in the case of Deliver Addis. Technology acceptance model has been a theory that is largely used to clarify an individual’s recognition of an information system. The variables in the study were built based on the contents of the Technology Acceptance Model. The studies carried out with Technology Acceptance Model in the country focus more on mobile banking, e-learning and e-Health systems. Specifically, this study focuses on how perceived ease of use, perceived usefulness, attitude and trust affect the behavioral intention to use online food delivery. This study will try to analyse the factors that affect online shopping with regards to food delivery in Ethiopia, analyzing variables such as perceived ease of use, perceived usefulness, attitude, trust and behavioral intention to use.
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Keywords
Technological Acceptance Model, Online Purchasing Decision, Behavioral Intention to Use