Online Purchase Behavior of Somali Consumers
Purpose – The purpose of this study is to investigate the online buying behavior of Somali consumers Specifically, it has aimed to 1) identify the magnitude of online shopping adoption of Somali consumers; 2) investigate the factors that affect online buying behavior of Somalia consumers. Design...
Main Author: | |
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Format: | Article |
Language: | English |
Published: |
Isarder
2020-12-01
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Series: | İşletme Araştırmaları Dergisi |
Subjects: | |
Online Access: | https://www.isarder.org/2020/vol.12_issue.4_article44.pdf |
Summary: | Purpose – The purpose of this study is to investigate the online buying behavior of Somali
consumers Specifically, it has aimed to 1) identify the magnitude of online shopping adoption of
Somali consumers; 2) investigate the factors that affect online buying behavior of Somalia
consumers.
Design/methodology/approach – Quantitative research approach was adopted in this study and
total of 300 questionnaire samples have been distributed to the respondents. The relationship and
data reliability of the influencing factors are significantly reliable and has significant relationships
which justify the study hypothesis.
Findings – The findings of the study indicated that 88% of the respondents have used the internet
for more than 5 years. This shows that Somali consumers use the internet intensively. Results
showed that clothing and accessories (41.3%), food and drink (36.0%), computer products and
software (12.7%), were the commodities respondents usually bought online. Another interesting
result was found when respondent were asked about the frequency of online shopping. It was found
that 48.7% of the respondents indicated that “sometimes” they used the internet for shopping
purpose. While 43.7% of the respondents indicated that they rarely or never used the internet for
shopping purpose. About 7.6% of the respondents use ‘’often’’ the internet for shopping purpose.
Among factors influencing online buying behavior of the consumers, convenience was ranked with
highest mean value of (4.13), followed by reputation , Perceived ease of use, while trust ranked with
lowest mean value of (Mean= 3.493).
Discussion – The findings of the study indicated that Trust is ranked with lowest mean value of
(Mean= 3.493) which means that Somali consumers do not feel safe on doing online shopping. They
do not feel comfortable while shopping online. The results also shows that convenience was ranked
with highest mean value of (4.13), which means that Somali students see online shopping is more
convenient than traditional shopping. |
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ISSN: | 1309-0712 1309-0712 |