Friday, 08 Dec, 2023




Website Useability as an Antecedent of Online Purchase Intention: The Case of Ethiopian Airlines

International Journal of Marketing and Business Communication

Volume 11 Issue 2 & 3

Published: 2022
Author(s) Name: Hailemariam Kebede, Brook Eshetu | Author(s) Affiliation: Addis Ababa University, Addis Ababa, Ethiopia.
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This research thoroughly studied the effect of website useability on online purchase intention and the official website of Ethiopian Airlines,, to identify major variables which significantly influence purchase intention. The study used the WEBUSE development model (content, organisation, and readability; navigation and links; user interface design; and performance and effectiveness) to measure website useability. The model was also used for the development of the conceptual framework and hypothesis construction. Using explanatory research design, a questionnaire was shared in travel and tourist guide groups found on different social media, with the intention of tracing online customers of Ethiopian Airlines. Based on the analysed data, it is observed that content, organisation, and readability and navigation and links have a weak relation with online purchase intention. In contrast, user interface design and performance and effectiveness showed a strong relation with online purchase intention.

Keywords: Online Purchase Intention, Website Useability, Content, User Interface Design, Website Performance and Effectiveness

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