Thesis Title: Selected Determinants of Online Shopping and Satisfaction of Employees in the County Governments in Western Kenya

Student’s Name: Foni Agnes Mesiku Kalaja

Supervisors’ Names

1. Patrick Owoche
2. Sirai Chebet Sylvia

Abstract

Online shopping is the act of engaging with and purchasing goods, services, and other commodities from a vendor over the Internet in real-time. This component is evolving, and it was recently sparked by the Covid 19 pandemic and smartphone technology, resulting in a rise in the number of clients and business owners operating online. It is critical to recognize that online business is gradually displacing traditional markets. Customers’ safety, the quality of items offered, services, and the design of online stores in online shopping are observed to be obstacles in the current situation since today’s businesses are customer-oriented rather than seller-oriented. This study therefore focused on the selected determinants of online shopping and satisfaction of employees in the county governments in western Kenya. The study was based on four objectives namely: To evaluate the influence of internet security on the satisfaction of employees in the County governments of Bungoma and Kisumu; To determine the influence of product quality on the satisfaction of employees in the County governments of Bungoma and Kisumu; To examine the influence of delivery service on satisfaction of employees in the County governments of Bungoma and Kisumu and; To determine the influence of online store layout on satisfaction of employees in the County governments of Bungoma and Kisumu. The study was led by the Technology Acceptance Model theory and the Innovation and Diffusion theory. A descriptive research design was used. A target population of 14,698 employees from the county governments of Bungoma and Kisumu was gathered. The study employed a stratified and purposive sampling strategy. A sample size of 282 was calculated by use of the Nassiuma’s formula 2000. Primary data was collected via a closed-ended questionnaire. Cronbach’s Alpha was utilized to determine reliability and content validity. The acquired data was analyzed using descriptive and inferential statistics with the help of the Statistical Package for Social Sciences (SPSS). The Results were statistically positive and significant (β=0.479, beta=0.777 and t=21.096, p=0.000) between internet security and satisfaction of employees; Statically significant (β=0.949; beta=0.729 and t=15.032, p<0.05) between product quality and satisfaction of employees; statistically significant link between delivery service and satisfaction of employees: (β = 1.000, beta=0.589 and t=10.274, p<0.05); and statistically significant link between online store layout and satisfaction of employees at: (β = 1.001, beta=0.834 and t=21.320, p<0.05). As a result, it was established that by improving security, product quality, delivery service, and online store architecture, customer satisfaction would skyrocket. The study’s suggestions were as follows: online shopping security should be improved by keeping customers’ identities/information secure and addressing security issues such as hacking, abuse of personal data, monetary theft, unprotected provision of services, and credit card fraud. Issues concerning the quality/specifications of the product purchased, the same purchasing circumstances of the items, customer complaints, selling original products, and serving consumers should be handled with care. Fast navigation when searching for products online is greatly encouraged on the online shop layout, as is clear information on the products and the setting up of product displays. It is advised that those who provide purchased items always observe on-time delivery, order accuracy, and the provision of customer care after the purchase of the products should be observed and executed. The report may be used by policymakers to develop rules for data protection and cyber security safety measures. This would also have an impact on electronic transaction laws, which are critical for online payments.