DETERMINANTS OF CONSUMERS’ ONLINE PURCHASE INTENTION IN ADISS ABABA: IN CASE OF GENERAL WINGATE POLY-TECHNIC COLLEGE

Abstract

Electronic commerce, in a broad sense, is the use of computer networks to improve organizational performance, increase profitability, gain market share, improve customer service, and deliver service in a speedy way. Though it has many usages it has also its own pitfalls. The study examines determinants of purchasing intention of online consumers in the case of General wingate poly college in addis ababa. There are 195 selected questionnaires that are qualified for data processing Study factors include consumers’ attitude, subjective norms, perception of behavioural control, perception of usefulness, E-payment perceived risk, and trust . The collected data are analyzed through a process that starts from a scale reliability test to, correlation analysis and regression analysis. The study's outcomes are expected to provide e-commerce firms with insight into the determinants of the purchase intention of consumers' online shopping behavior, allowing them to develop appropriate business strategies tailored to the consumers' purchase intention and preferences, thus ensuring a competitive advantage over competitors in various ways.