Effects of Perceived Attributes, Perceived Risk and Perceived Value on Usage of Online Retailing Services
Muathe, Stephen M. A.
Mwencha, P. M.
Thuo, J. K.
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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.