| Abstract: | This study investigates the factors influencing consumers' preferences in online purchasing,
utilizing an expanded version of the Theory of Planned Behavior (TPB) and the Technology
Acceptance Model (TAM) as foundational theories. The research design was explanatory and
descriptive, the research approach was mixed, the targeted population is 502 customers and the
sample size is 222, the sampling technique used was non-probability convenience sampling
technique.it used a questioner as data collection instrument. With the overarching aim of
comprehensively understanding online consumer behavior, the research focuses on website
quality, trust, subjective norms, attitude, price, and product availability. the major finding was
that from other variables trust has the strongest positive correlation than that of the others and it
conclude that the research investigates determinants influencing buying preferences of online
customers at Ashewatechnologies.com in Addis Ababa, expanding upon established theories and
introducing new variables. Results validate the research model, highlighting the significant
impacts of trust and product availability on online consumer preferences Moreover, the study
advocates for governmental support in strengthening legal frameworks to mitigate perceived
financial risks for customers. In conclusion, the research underscores the critical role of subjective
norms, price, website quality, and product availability in driving online consumer behavior,
providing a foundation for informed e-commerce strategies aimed at enhancing customer
satisfaction and competitiveness in the online marketplace. |
