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Factors Influencing Adoption of E-Commerce within the Hotel Industry in Nairobi County

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dc.contributor.author Farrar, Stephanie Musimbi
dc.date.accessioned 2018-11-09T07:12:11Z
dc.date.available 2018-11-09T07:12:11Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4100
dc.description A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract Innovation has been identified as one of the primary management tools in the market that enhances the productivity and competitiveness of firms. It has the potential of enhancing operational efficiency and effectiveness (Gor, 2015). The sole purpose of this study is to investigate the factors influencing the adoption of E-commerce within the hotel industry in Kenya. The study was elaborated through the assessment of four main characteristics that have an impact of the adoption of E-commerce in the hotel industry. The study was guided by the following research questions: What is the influence of organizational readiness on the adoption of E-commerce? What effect does the perceived ease of use have on the adoption of E-commerce? What effect does perceived ease of use have on the adoption of E-commerce? How does Organizational support influence the adoption of E-commerce? The study employed descriptive research and was based in Nairobi, Kenya. The target population for the study are male and female young adults to adults aged between 18 – 57 who live in Nairobi, have accessibility to the internet using the local service providers such as Airtel, Telkom, Zuku, Faiba or Safaricom, through which they can actively interact through the use of electronic devices such as mobile phones, laptops and desktop computers. A sample of 150 was drawn through the use of non-probability sampling methods. Primary data was collected through the use of questionnaires that contained structured and unstructured questions. A structured questionnaire with a five point likert scale was used to collect data from respondents. SPSS version 23 was used to analyze collected data and generate descriptive and inferential statistics. The first objective investigated the influence of organizational readiness on the adoption of E-commerce in Kenya. Findings indicated that the PCA factor that relates to organizational readiness had eigenvalue of 4.447 accounted for the largest variance of 27.796%. The Second objective identified the effect of Perceived Usefulness on the adoption of E-commerce in Kenya. Findings indicated a positive PCA factor that relates to perceived usefulness had eigenvalue of 2.044 accounted for 12.775% of the total variance. The third objective identified the effect of perceived ease of use on the adoption of E-commerce in Kenya. Findings indicated a positive result the PCA factor that related to perceived ease of use had eigenvalue of 1.930 accounted for 12.063% of the total variance. The fourth objective identified the influence of organizational support on the adoption of E-commerce in Kenya. Findings indicated a positive result the PCA factor that related to Organizational Support had eigenvalue of 1.255 accounted for 7.842% of the total variance. The study concluded that there are indeed factors that are to be taken into consideration to analyze the Adoption of E-commerce in Nairobi County. Thus emphasizing that Organizational Readiness, Perceived Usefulness, Perceived Ease of Use and Organizational Support influenced the adoption of E-commerce in the Nairobi County. This study recommends for further studies one should use other variables for a variance of analysis on the study topic since the study focused only on four factors in the study. The research was only carried out in Nairobi, Kenya. Thus means that results might be skewed to the perception of the data from the selected sample size. Therefore, it is recommended that more studies should be carried out with a wider selection of the sample size to give a diverse outlook on the subject being studied. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Adoption en_US
dc.subject E-Commerce en_US
dc.subject Hotel Industry en_US
dc.subject Nairobi County en_US
dc.title Factors Influencing Adoption of E-Commerce within the Hotel Industry in Nairobi County en_US
dc.type Thesis en_US


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