Document Type : Original Research

Authors

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

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.

Keywords

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Akir, O., & Othman, M. N. (2010). Consumers’ shopping behaviour pattern on selected consumer goods: empirical evidence from Malaysian consumers. International Review of Business Research Papers, 6(4), 279-294.
Allcock, S., Plenty, A., Webber, S., & Yeates, R. (1999). Business Information and the Internet: Use of the Internet as an Information Resource for Small and Medium-sized Enterprises: Final Report. British Library Research and Innovation Report.
Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy, implementation and practice: Pearson Education.
Chen, Y.-H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial management & data systems, 107(1), 21-36.
David, J. (2001). Principles and Practice of marketing. Mc-Graw Publishing Company.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in Marketing, 17(1), 55-78.
Fink, D., & Disterer, G. (2006). International case studies: to what extent is ICT infused into the operations of SMEs? Journal of Enterprise Information Management, 19(6), 608-624.
Hamed, A., Ball, D., Berger, H., & Cleary, P. (2008). The threequarter moon: A new model for E-Commerce adoption. Communications of the IBIMA, 4, 90-95.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing: McGraw-Hill Higher Education.
Kibera, F. N., & Waruingi, B. C. (1988). Fundamentals of marketing: An African perspective: Kenya Literature Bureau.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e: Pearson.
Metzger, M. J. (2004). Privacy, trust, and disclosure: Exploring barriers to electronic commerce. Journal of ComputerMediated Communication, 9(4), 00-00.
Neven, D., Reardon, T., Chege, J., & Wang, H. (2006). Supermarkets and consumers in Africa: the case of Nairobi, Kenya. Journal of International Food & Agribusiness Marketing, 18(1-2), 103-123.
Ngari, K. N. (2014). Consumerism as a determinant of multinational product consumption in Kenya. (Master of Business Adminstration ), University of Nairobi.  
Njuguna, J. N. (2014). The effect of country of origin, consumer characteristics and attitudes on consumer behaviour towards foreign clothing brands in Nairobi, Kenya. (PhD), University of Nairobi.  
Peter, J. P., & Donnelly, J. H. (2010). Marketing Management: Knowledge and Skills: McGraw-Hill/Irwin.
Resnick, M. L., & Montania, R. (2003). Perceptions of customer service, information privacy, and product quality from semiotic design features in an online web store. International journal of human-computer interaction, 16(2), 211-234.
Schiffman, L. G., Hansen, H., & Kanuk, L. L. (2008). Consumer behaviour: A European outlook: Pearson Education.