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

Author

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  • Linsey Wanjiku Waweru

    (Department of Business and Management Studies, The Technical University of Kenya)

  • Stephen Ntuara Kiriinya

    (Department of Business and Management Studies, The Technical University of Kenya)

  • Elyjoy Micheni

    (Tom Mboya University)

  • Hellen Kabue

    (Department of Business and Management Studies, The Technical University of Kenya)

Abstract

The study assessed the influence of online shopping dimensions: convenience, product presentation and erceived 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.

Suggested Citation

  • Linsey Wanjiku Waweru & Stephen Ntuara Kiriinya & Elyjoy Micheni & Hellen Kabue, 2025. "Online Perceived Risk’s Influence on Consumer Purchase Decisions of Households in Nairobi City County, Kenya," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 12(15), pages 944-949, June.
    • Handle: RePEc:bjc:journl:v:12:y:2025:i:15:p:944-949
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    References listed on IDEAS

    as
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    5. Hoyer, Wayne D. & Kroschke, Mirja & Schmitt, Bernd & Kraume, Karsten & Shankar, Venkatesh, 2020. "Transforming the Customer Experience Through New Technologies," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 57-71.
    6. Shankar, Venkatesh & Kalyanam, Kirthi & Setia, Pankaj & Golmohammadi, Alireza & Tirunillai, Seshadri & Douglass, Tom & Hennessey, John & Bull, J.S. & Waddoups, Rand, 2021. "How Technology is Changing Retail," Journal of Retailing, Elsevier, vol. 97(1), pages 13-27.
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