Online Perceived Risk’s Influence on Consumer Purchase Decisions of Households in Nairobi City County, Kenya

Abstract

The study assessed the influence of online shopping dimensions: convenience, product presentation and perceived risks in regard to the purchase decisions of households in Nairobi City County, Kenya. The study also investigated the effect of data security and internet access as the moderating and intervening variables, respectively. The study was based on positivist philosophy and employed both descriptive and explanatory research designs. It was anchored on the Theory of Reasoned Action, Uses and Gratification Theory and Howard-Sheth Model. In determining sample sizes, the study adopted the Roscoe’s rule of thumb. The study further used a mixed sampling design where cluster sampling was applied to come up with the households of the eight (8) constituencies in Nairobi City County. Simple random sampling was also used to select households from the respective clusters. To identify the respondents, purposeful sampling technique was used to pick the household member who most frequently shopped online. The study employed structured questionnaires with both openended and close-ended questions to ensure the researcher’s biasness did not interfere with the data collection process. Descriptive statistics, like cross-tabulations, frequency distributions, means and standard deviations were used to summarize and make sense of the data which described all the variables of the study. The Statistical Package for Social Sciences (SPSS) Version 27 was used for data analysis. Inferential statistics were employed to draw conclusions about the entire population by looking only at a sample of the population