Investigating Factors Affecting Consumers’ Intention to use Ecommerce :A Case Study of Awtar Music Application
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Date
2021-10
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Addis Ababa University
Abstract
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.
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Keywords
Extended Technology Acceptance Model, Perceived Ease of Use, Perceived Usefulness