Factors Affecting Online Repurchase Intention: Case Study of Ethiopian Airlines

Abstract

The general objective of this study is to examine the major factors that determine Online Repurchase decision of Ethiopian Airlines customers. The research type is a casual research type. A total of 385 questionnaires were distributed from this 377 were collected and used for the analysis purpose. Random or non-probability sampling was used for sampling procedure. Both primary and secondary data are the source of data collection. The research instrument is structured questioner. The findings of the mean value revealed that the Perceived trust shows the highest score (mean=3.88). The correlation analysis revealed that coefficients that show the five determinants measuring Online Repurchase decision are all positively related with Online Repurchase intention within the range of 0.361-0.502, all are significant at p<0.01 level. A 53.4% change of the dependent variable (Online Repurchase intention) on the Ethiopian Airlines are explained by the dependent variables which are included in the regression model. As found after analysis perceived trust, Perceived usefulness, Perceived enjoyment and Perceived ease of use are important factors influencing the Ethiopian Airlines consumers repurchase decision. The practicality and faith which they have obtained from online purchase has influence their repurchase decision. Therefore Ethiopian airline in order to advance online repurchase decision of customers should try to promote website with better speed, easy to use, and entertaining.