Impact of user perceived web quality of service and non quality of service factors on adoption of e-services in Kenya: case study b2c ecommerce

Abstract

The growth and advancement of information communication technologies (LC'Ts) have significantly revolutionized the way companies do their businesses currently. More businesses are adopting use of web sites to gain competitive advantage in marketing their services. At the same time, e-service quality is becoming even more critical for companies to retain and attract customers in the digital age. Since any internet communication channel should integrate service quality, which holds a significant importance to e-service adoption, the purpose of this research was to investigate the extent to which web quality of service influence the adoption of e-commerce among the Kenyan online consumers. Through this, the research attempted to establish the key quality factors in web context that influence user adoption of business to consumer e-commerce. The research further investigated the non quality of service factors that potentially influence the adoption of Electronic Commerce apart from the e-service quality factors. Through this, the primary drivers and inhibitors to E-commerce adoption in Kenya were identified. The findings revealed that, in context of e-service quality, factor that are related to perceived risk namely privacy, security and e-trust were identified as the key quality factors that affect e-commerce adoption in Kenya. In case of non quality of service factors, perceived risk, legal& legislation environment were found to be key factors to adoption of e-commerce by Kenyan internet users. Other non quality of service factors found to play key role were perceived compatibility and perceived usefulness