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Effect of E-Commerce Website Quality on Online Buying Behaviour amongst University Students in Nairobi, Kenya: a Case of USIU-AFRICA

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dc.contributor.author Masenge, Patrick
dc.date.accessioned 2015-07-29T10:49:33Z
dc.date.available 2015-07-29T10:49:33Z
dc.date.issued 2015
dc.identifier.uri http://erepo.usiu.ac.ke/11732/598
dc.description A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Master in Business Administration (MBA) en_US
dc.description.abstract The purpose of the study was to examine the effect of e-commerce website quality on online buying behaviour of consumers in Kenya. To achieve this goal, the study aimed at examining the relationship between e-commerce website information quality and online buying behaviour, the relationship between e-commerce website payment services quality and online buying behaviour and relationship between e-commerce website delivery services quality and online buying behaviour. The study employed a descriptive survey design to ensure that the research problem is well structured and understood. The descriptive research design emphasized on the strength of relationship between e-commerce website quality and consumer online buying behaviour. The study adopted the use of questionnaires to get pertinent data from respondents. The study focused on 197 respondents and adopted a stratified simple random sampling technique to establish the sample size that data was collected from. The study conducted a pilot study to test the validity and viability of the data collection instrument (questionnaire). The study also employed descriptive and inferential statistics in the analysis of data collected presenting by the use of tables. From the study, it was found that more online customers like transacting on websites that display security logos hence guaranteeing the safety of personal information. These websites should also be easy to navigate, search and find relevant information to help shoppers in making purchase decisions. This is accomplished when the website displays product information that is accurate and matches the physical products. The website should also facilitate the communication between the customer and the company so that the customers’ problems are solved faster. The study found that most customers are capable of making online purchases and online payments. The online customers prefer getting feedback on completed or declined payment either via website, text, email or call. When they cannot get instant feedback on their payments, they prefer paying cash on delivery as an option. The study also found that the checkout process is too long and complicated and it is not easy to process refunds whenever there is a purchase dispute. The study found out that online consumers find product delivery charges to be fair and that purchased items are always delivered on-time and in good condition. This makes the customers to trust the website hence easily provide their location information for delivery. Furthermore, consumers who perceived delivery charges on websites to be too high preferred picking up the items themselves. The study also found that online consumers who like to protect their privacy would not give out their location information and would rather pick up the purchased items themselves. The study concludes that the frequency of purchases made online is influenced by a websites quality of: displayed information, payment services offered and, available delivery services. This implies that e-commerce websites should therefore be designed in a way that they convey the intended message to customers and assures them of privacy and security of their personal information. Additionally, the overall online shopping experience is enhanced by e-commerce websites that offer a variety of products, dependable delivery services and popular payment methods that are preferred by online shoppers. The study recommends that the management of e-commerce companies who undertake online marketing and selling should enhance the quality of their websites to encourage online buying. These e-commerce websites should be constructed in a simple manner in order to enable customers to easily navigate, make online payments and complete online purchases. The study also recommends that e-commerce companies should adopt efficient delivery services that ensures on-time delivery of purchased products thereby enhancing the overall online buying experience. en_US
dc.publisher United States International University - Africa en_US
dc.subject e-commerce en_US
dc.subject Online Buying en_US
dc.title Effect of E-Commerce Website Quality on Online Buying Behaviour amongst University Students in Nairobi, Kenya: a Case of USIU-AFRICA en_US
dc.type Thesis en_US


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