Factors Influencing Consumer Buying Behaviour in Online Shopping Stores in Kenya

Abstract

In the 21th century businesses are changing the way they operate from product focus to customer focus. The business environment has become challenging and sophisticated making consumers to change their taste and preferences every day.The general0objective of the study0was to determinefactors influencing consumer0buying0behaviour in online shopping stores in Kenya.This study was anchored on Engel Kollet Blackwell (EKB) Model, the Technological0Acceptance Model (TAM)and the Innovation0Diffusion0theory. The study used a cross-sectional0survey. The target population0for this study was0active users of online shopping apps. According0to0a0report by Communication authority0of0Kenya(2019) there are about 29.5 million Kenyans registered on different online stores in Kenya. The study used survey 384 respondents derived from a population of 29.5 million registered customers.The data was0collected by use of0a0questionnaire.It was found out that women participate in more online shopping compared to men and most of the women are youth who shop online most of the respondents have attained a university degree. Perceived usefulness and transaction security influence online shopping at moderate extent. On the other hand, perceived0ease of use and consumer attitude influence online0shopping0greatly. The study recommends that the managers should invest in developing disruptive technologies for predicting the customers’ preferences.