Abstract:
The aim of this study was to investigate factors affecting e-marketing adoption on ambo town transport office. Data were
collected from 180 employees, managements, car owners and the data was collected through a cross-sectional survey
design as it is instrumental in collecting data from a population of interest at one point in time. Variables were tested for
their relationship with e-marketing adoption using correlation and logistic regression analysis by applying statistical
package for social sciences (SPSS). The findings of the study indicate that the proposed model explains 65 per cent of
the variance of e-marketing adoption. It was found that educational level is the most influencing factors of e-marketing
adoption and the most significant factor. Among them, IT knowledge was moderate influencing coefficient and
significant factor. On the other hand, IT infrastructure, competitive pressure, adoption cost and governmental support
influence but not as strongly as the other two attributes. Therefore, it is recommended that education level was the
highest strong significance-marketing adoption might expect higher education to positively correlate with E-marketing
adoption, in Ambo town transport office; the relationship may be more complex. The combination of higher expectations
from E-marketing services, greater skepticism about security, and access to traditional methods, and issues around
digital infrastructure could contribute to a positive relationship between education level and E-marketing adoption: The
researcher further suggested that future research could be conducted with longitudinal data and on a wider scale on all
transport office in the country cutting across all the counties by collecting data from customers, users of the e-commerce
platforms and various other stakeholders.
