DETERMINANTS OF CONSUMERS PREFERENCE TO BUY THROUGH ONLINE CHANNELS THE CASE OF ASHEWATECHNOLOGYS.COM IN ADDIS ABABA

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.