Determinants of Online Purchase Intention in Uganda

Abstract

The advents of the internet and e-commerce have transformed the pattern of purchase of goods and services. Online customers find online shopping very convenient, flexible, time saving, offering a wide variety of selection, cheaper products and provide the possibility to make private purchases easier. Despite the numerous benefits of online purchasing platforms, the adoption rate is low in Uganda. This study aimed at modeling a framework on determinants of customers' intentions to purchase online in the case of Kampala Uganda. The philosophical underpins were both positivism epistemology and objectivism ontology. Data was sourced using structured questions from a sample of ninety-seven (97) online customers' in Kampala. The analysis was concluded using Structural Equation Modeling (SEM) and the findings revealed that; Facilitating Conditions (FC), Service Quality (SQ) and Customers' Attitudes (A) have positive significant impacts on online purchase intention whereas, there was insignificant statistical evidence to suggest that System Quality (SQ) influences the intention to purchase online. This study therefore recommends managers of online businesses to consider Service Quality (SeQ), Facilitating Conditions (FC) and Customers Attitudes (A) as critical determinants to improve online sales. Indicators such as: timely deliveries, product conformability and prompt feedback are drivers to online purchase intentions. This study provides emerging views essential in managing relationships between businesses and customers with the intention to model successful e-business strategies. This research thus provides a useful insight to parties including e-business practitioners, government and customers on the role of e-commerce adoption in Uganda.