1. SEFORA HAILU YOSEPH - University of International Business and Economics.
2. CHONGYAN GAO - Associate Professor University of International Business and Economics.
3. Dr. MULUGETA GIRMA - Dire Dawa University College of business and Economics.
The Internet facilitated the expansion of e-commerce in Ethiopia, which led to the establishment and expansion of local online retail stores. The current study analyses how perceived risk of information security and privacy is considered in the Ethiopian setting, despite the fact that many internet users avoid online shopping due to privacy and security worries. Using Smart- PLS, 166 viable sample responses were collected and analysed. The results indicate that a consumer's awareness of privacy, third-party sealing, design element, delivery capability, and service expectation affects their preference for the web as a whole. Additionally, transaction delivery capacity is a major predictor of the route coefficient. Expected and intended internet service characteristics. Therefore, it is strongly advised that e-commerce enterprises keep a careful eye on the most significant variables that consumers evaluate while making online purchases.
Consumer behaviour, E-commerce, Privacy, security, trust.