Effect of Perceived Attributes, Perceived Risk and Perceived Value on Usage of Online Retailing Services

Peter Misiani Mwencha, Stephen Makau Muathe, John Kuria Thuo


This study sought to establish the effect of perceived attributes, perceived risk and perceived value on usage of online retailing services in Nairobi, Kenya. It employed a descriptive, correlational, survey design whereby a sample of 391 respondents who are registered users of 6 online retailing services in Nairobi, Kenya was selected using multi-stage sampling methods. Primary data was collected using an electronic questionnaire instrument, while secondary data was collected via a review of relevant records and documents. The data was analyzed using both descriptive as well as inferential statistics. Results show that all three perceptual factors have a significant effect on the usage of online retailing services. 

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DOI: http://dx.doi.org/10.5296/jmr.v6i2.5224

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