INVESTIGATION OF CONSUMERS INTENTION TOWARDS ADOPTION OF ONLINE SHOPPING IN KISII TOWN

Abstract

Electronic commerce has provided opportunities to businesses to enhance their sale at the door steps of consumers. Consumers’ repurchase intention becomes a challenge to businesses most of the times. This study developed a research model based on Technology Acceptance Model (TAM), Task technology Fit (TTF), Perceived Trust, Perceived Enjoyment and Expectation Confirmation Model (ECM) to study the factors affecting mobile shopping adoption in Kisii Town. Sample data was collected from Kisii Town by conducted a survey. Empirical data from 198 consumers was tested against the proposed model by using Structural Equation Modeling (SEM). The results revealed that perceived trust, perceived usefulness and mobile shopping satisfaction have significant effects on mobile shopping adoption. Predictors for perceived trust are perceived enjoyment and task technology fit. Perceived ease of use, confirmation and task technology fit are predictors of perceived usefulness. Effects of confirmation and Task technology fit are significant on mobile shopping satisfaction. The direct effect of perceived enjoyment on mobile shopping adoption is not significant. Recommendations based on the implications of the findings have been concluded in this paper.