Consumer Behavior Influence on Adoption of Electronic Commerce in Retail Stores
Publish place: International Journal of Management, Accounting and Economics (IJMAE)، Vol: 2، Issue: 8
Publish Year: 1394
Type: Journal paper
Language: English
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Document National Code:
JR_IJMAE-2-8_004
Index date: 5 September 2016
Consumer Behavior Influence on Adoption of Electronic Commerce in Retail Stores abstract
Consumer behavior is a key determinant on the success of products and services in the competitive markets. Electronic commerce has revolutionalised customer value delivery. The purpose of this study is to investigate the influence of consumer behavior on adoption of electronic commerce in retail stores with a case reference of three supermarkets in Limuru town, Kenya. More specifically to determine effect of problem recognition, the influence of information search and evaluation, outcome of purchasing decision and result of post purchase behavior by the consumer on adoption of e-commerce. Census data was collected from 115 employees. Regression analysis and F tests were carried out on data to determine the relationship between causative and effect factors. The empirical results showed consumer behavior influences electronic commerce adoption in emerging markets.
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Consumer Behavior Influence on Adoption of Electronic Commerce in Retail Stores authors
Grace Wambui Kiboro
Faculty of Business, IT and Communication, St. Paul’s University Kenya
Evanson Mwangi Karanja
Faculty of Business, IT and Communication, St. Paul’s University Kenya