Denu, Berhanu (PhD)Gossaye, Ephream2021-05-192023-11-042021-05-192023-11-042015-05http://etd.aau.edu.et/handle/123456789/26455The purpose of this study was to investigate factors affecting online repurchase intention in the case of Ethiopian airlines. Data were collected from 400 Ethiopian airlines online customers and the data was collected through email survey. In order to explain the repurchase intention of the customers integrated consumer behavior model has been utilized. The model was adopted from previous researchers after appropriate contextualization. This model combines the antecedents of TAM and ECM hence perceived usefulness, perceived ease of use, enjoyment, trust and satisfaction has been used as an antecedent. For reliability and validity measurement of the variables cronbach alpha and Multiculinarity test were conducted. The variables were tested for their relationship with online repurchase intention using correlation and regression analysis. Furthermore SPSS was used for statistical data analysis. The findings of the study indicate that factors other than enjoyment and trust have significant influence on online repurchases intention. The influence of trust and enjoyment reduces as consumers get experience in online shopping increases. Therefore the researcher suggested that marketers and website designers should focus on creating a user friendly and easy to use website so as to boost consumers repurchaseen-USOnline ShoppingOnline MarketingOnline Repurchase intentionThesis