Determinants of Consumers’ Purchase Intention on Digital Business Model Platform: Evidence from Ethiopia Using Partial Least Square Structural Equation Model (PLS-SEM) Technique

Abstract

A digital business model is a way of generating value based on the creation of client advantages using digital technology. The goal of the digital solution is to provide a significant advantage that customers are willing to pay for. For businesses facing digital disruption and digitization, developing digital business models is a crucial responsibility. A global platform for communication, the Internet is rapidly being utilized as a cutting-edge tool for product and service marketing. A competitive threat to conventional retail establishments, online digital market platforms have many benefits over traditional shopping methods. Consumers are quickly embracing internet shopping around the world, and Ethiopia is no exception. Online digital market platform marketers and retailers can further expand their marketing strategies to draw in and keep customers in order to gain a competitive edge globally if they are aware of the elements influencing consumers' purchasing intentions. Due to the scarcity of published research on the variables influencing Ethiopian consumers' intention to purchase online, there is a conceptual gap in the literature on online digital marketing. By identifying the crucial variables impacting Ethiopian consumers' desire to purchase on online digital market platforms, this study aims to close this conceptual gap in the context of online market platform purchasing. The information was gathered from 100 Ethiopian, Addis Ababa University, final year engineering students using a self-administered 5-point Likert scale questionnaire. The partial least square structural model (PLS-SEM) technique was used to examine the data. The results of this study highlighted five crucial decision-making elements that have an impact on Ethiopian consumers' intention to buy on online digital market platforms including Website Design, Perceived Usefulness, Perceived Ease of Use, Trust, and Subjective Norm. With the use of this information, manufacturers, online marketers, and retailers can create effective market strategies, enhance technology, and make smart marketing choices that will help them gain global competitive advantage.