Factors Affecting Consumers’ Willingness to Purchase Online in Addis Ababa Ethiopia
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Date
2023-06-02
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A.A.U.
Abstract
Globally, there has been a huge rise in online shopping. The expansion of e commerce across
the globe is also creating an influence on Ethiopia. Despite the notable growth of online
shopping in Ethiopia, it remains comparatively deficient in this realm in relation to the rest of
the world, primarily due to the substantial discrepancy in the adoption of internet and ecommerce
technologies between developed and underdeveloped nations. Henceforth, the
research was carried out with the aim of ascertaining the variables that have an impact on
the willingness of customers to engage in online purchase in Addis Ababa, situated in the
country of Ethiopia. Accordingly, data was collected from 303 sample respondents selected
using purposive sampling method. Furthermore, a key informant interview was employed to
obtain information for the purpose of triangulating the questionnaire survey. Descriptive and
inferential analyses were employed to determine the level of customers’ willingness while
multiple regression was used to identify the determinant factors that have played a significant
role in customers’ willingness to buy online. The findings of the descriptive analysis reveal
that among the total surveyed data, a mere 5.9% of the respondents were classified as
strongly unwilling, 10.2% as unwilling, 48.2% as neutral, 21.8% as willing, and the
remaining 13.9% as strongly willing. The multiple regression model revealed that
independent variables namely, e payment, trust, delivery service, cash on delivery, and return
policy were found to be statistically significant predictor for customers’ willingness to
purchasing online. The researcher advises online retailers to incorporate the aforementioned
significant factors in their marketing strategies for increased sales growth. The government
should encourage businessmen and women by lowering tax policies, giving free place to
promote e marketers’ in business expo and exhibitions gatherings.