Factors influencing customers’ choice of online shops in Kenya: a case of Jumia

Abstract

Online shopping is considered to be a very convenient and helpful way of buying products and services through the internet. Consumer needs to make a decision when they want to purchase from the websites selling identical products. The main objective of the study was to establish factors influencing customer’s choice of online shops in Kenya, with special focus on of Jumia. Specific objectives were; to determine the influence of personal characteristics, consumer attitudes and convenience on choices of online shops in Nairobi County. This study adopted a descriptive research design. Study target population was 10,000 online customers with a sample size of 385 online customers. Convenience sampling was used in selecting the participants of the study. A questionnaire was used for data collection. The data was analyzed using the Statistical Package for Social Sciences (SPSS) version 23. Descriptive statistics including frequencies, means and standard deviation were applied to analyze numerical data gathered using closed ended questions. Regression analysis was used to determine the relationship between the study variables. The data was presented in form of tables, 2-D figures and pie charts. The study established that personal characteristics, consumer attitudes and convenience influence the choices of online merchants in Nairobi County. The study concludes that increasing personal characteristics, consumer attitudes, and convenience is positively related to choices of online merchants in Nairobi County.