Factors Affecting Consumers’ Willingness to Purchase Online in Addis Ababa Ethiopia
| dc.contributor.advisor | Amare Abawa (PhD) | |
| dc.contributor.author | Rediet Mulugeta | |
| dc.date.accessioned | 2024-02-09T13:32:33Z | |
| dc.date.available | 2024-02-09T13:32:33Z | |
| dc.date.issued | 2023-06-02 | |
| dc.description.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. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1743 | |
| dc.language.iso | en | |
| dc.publisher | A.A.U. | |
| dc.title | Factors Affecting Consumers’ Willingness to Purchase Online in Addis Ababa Ethiopia | |
| dc.type | Thesis |