Belayneh, Temesgen (PhD)Dagnachew, Mekdes2019-11-072023-11-042019-11-072023-11-042019-06http://etd.aau.edu.et/handle/123456789/19979The main objective of this study was to examine the impact of online marketing, particularly effective web site marketing on the online application intention of trainees of Ethiopian Aviation Academy. Though there are many factors that can be studied in this area the researcher tried to analyze four factors namely Ease of Use, Usefulness, Physical Attractiveness and Professional look. A quantitative research design is applied in the study. With regard to sampling technique, a stratified random sampling technique was applied to determine the sample size from the three training schools of the academy (AMTS, CC & CS, C & GSTS). The researcher has used both primary and secondary data. The primary data were collected through structured questionnaires prepared in English and distributed to 290 trainees. Whereas, the secondary data are gathered from existing literatures, previous studies, the academy’s web site, internal publications, fact sheets and the internet as well. SPSS Version 20 was used to analyze the collected data with descriptive and inferential statistics and to test the hypotheses put forward. The findings obtained from multiple regression analysis have shown that Ease of Use and Usefulness have positive and significant correlation with online application intention which led to supporting of hypothesis one and two. While physical attractiveness and professional look were found to be statistically insignificant in impacting online application intention which led to not supporting of hypotheses three and four. Therefore, the academy has to work aggressively to improve the ease of use and usefulness features of its web site to improve the experience of its trainees so that the users of online application platform can increase. The study highlights more studies to be conducted in the area by broadening the scope, sample size and the variables involveden-USEthiopian Aviation Academyease of useusefulnessThesis