Investigating Factors Affecting Consumers Intention To Use Ecommerce A Case Study Of Awtar Music Application

The diffusion ofinformation and communication technologyinto marketing activities hastranslated into thernuse of online shopping or ecommerce activities to maximize convenience to every aspect of day-to-dayrnlife.The main aim of this research was to investigate factors that affect consumers’ intention to usernecommerce in the Ethiopian context, with a case study of Awtar Music Application by applying thernextended Technology Acceptance model. The study followed an explanatory design and quantitativernresearch approach. Regression analysis was conducted to see the relationship between all independentrnvariables, namely Perceived Ease of Use, Perceived Usefulness, Subjective Norms, Perceived Cost,rnPerceived Trust and Perceived Awareness and the dependent variable - Intention to Use Ecommerce.rnPrimary data was collected by using 5-point Likert-scale questionnaire. From a sample size of 397 targetrnrespondents, about 389 were properly filled and returned. The collected responses from the surveyrnquestionnaire were analyzed using IBM’s SPSS version 20 software package to provide descriptivernstatistics, correlation, ANOVA and multiple regression outputs. Accordingly,Perceived Ease of Use wasrnfound to have the strongest unique contribution to explaining the dependent variable while PerceivedrnAwareness has the smallest contribution. Consequently, recommendations for the case study companyrnand other Ecommerce companies include focusing their resources towards coming up with platforms thatrnare appealing to consumers’ perceptions in terms of ease of using, benefits to be received, cost and trustrnperspectives, in order to achieve successful utilization, and ensure competitiveness in the future.

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