Factors affecting customer adoption of online shopping: a case study of Makerere University Kampala
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The purpose of the study was to establish the factors influencing adoption of online shopping by customers in Kampala with the specific objectives as determining relationship between individual demographic characteristics and online shopping, determining the reasons that inspire and block the adoption of online shopping., establishing relationship between awareness and online shopping adoption and to explore the relationship between awareness and online shopping adoption. The study employed a cross sectional descriptive survey research design in order to determine the status of the customers and their feel about shopping online. The study utilized simple random sampling to select respondents into the sample. The sampling frame taken for the current research, are the students of School of statistics and planning at Makerere University. The study indicated that demographic factors such as gender, year of study were relevant factors in this study as it revealed that more males bought online compared to females and more students in year three bought goods online. The study revealed the major factors that inspire people to purchase online to be saving time, cost effectiveness and product choice varieties while the major hindrances for online shopping adoption were fraud on the internet and lack of access to internet. This study indicates that credibility and trust is what customers are looking for in the situation where they will be buying what they don’t physically see, this will probably make customers to be committed to an online shop and have the willingness to see system work. The study recommends that Information Technology Infrastructural development should be given keen attention since it the major key in internet shopping adoption. An integrated marketing communication strategy is also recommended for these online stores to cause awareness, make customers learn about online shopping, appreciate and have the ability to operate it.