Abstract:
Globally, online shopping has grown dramatically. Although internet shopping has
increased in Ethiopia as well, the country appears to be lagging behind in the rest of the
world in this regard. This study was conducted to assess factors affecting consumer’s
loyalty in electronic commerce: -the case of Rift Valley University Hachalu Hundessa
Campus. This study employed explanatory research design with quantitative approach.
Purposive sampling technique was used to select 180 students as study units. Data was
collected from a total 173 respondents using a structured pre tested questionnaire. The
data was cleaned, coded, entered and analyzed using SPSS computer software package
version 23.This research found that online perceived security, advertisement, and website
quality and perceived reputation were viewed by customers as the most important factors
for electronic commerce at the study area. The research results partially confirmed the
model developed by the researcher. The researcher recommended that Governmental,
non-governmental and other web developer should consider the security issue, web site
quality. Online companies should give attention to protect the privacy of consumers, building
quality website and advertising by social media to increase the consumers trust in the
ecommerce
