Journal Press India^®

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Rising dispersion of information and communication technology (ICT) around the world, including Ethiopia, e-commerce has become a vital aspect of marketing. Due to its growing significance to the economy, it is critical to identify factors affecting customers' intention to use e-commerce in Ethiopia. This study used Technology Acceptance Model (TAM) to determine key factors influencing customers' intention to use e-commerce system and what are the major gaps in the country. A structured questionnaire was used to collect data from 157 participants in different location of the country. The collected data were analyzed using SPSS software, Google drive and excel statistical analysis techniques. The study found a significant positive effect of perceived usefulness and perceived ease of use on the behavioral intention of using e-commerce. However, there are some other gaps related to government regulation, banking system, infrastructure problems and security. The findings of this study have significant implications towards the intention of the users to use e-commerce in Ethiopia.

Keywords

E-commerce, Consumers, Mobile banking, Internet marketing, Social media

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