Consumer Behavior Influence on Adoption of Electronic Commerce in Retail Stores

Document Type: Original Research


1 Faculty of Business, IT and Communication, St. Paul’s University Kenya

2 Faculty of Business, Communication and IT, St.Paul’s University, Nairobi, Kenya


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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