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/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.

___

Abiodun, and Suraju, (2013). ‘‘Challenges Militating against Adoption of Online Shopping in Retail Industry in Nigeria’’. Journal of Marketing Management, 1(1), pp. 23-33.

Bourlakis, M., Papagiannidis, S. and Fox, H, (2008). “E-consumer behavior: Past, present and future trajectories of an evolving retail revolution”. International Journal of E-Business Research, vol. 4, no. 3, pp.64-67, 69, 71-76.

Butler, P. and Peppard, J, (1998). “Consumer purchasing on the internet: Processes and prospects”. European Management Journal, vol. 16, No. 5, pp.600-610.

Brown, L. G. (1989).‘‘the Strategic and Tactical Implications of Convenience in Consumer Product Marketing’’. Journal of Consumer Marketing, 6 (3), pp. 13-19.

Brown LG, McEnally MR (1992). ‘’Convenience: Definition, structure, and application’’. Journal of Marketing Management, 2(2): 47-56.

Brassington, F. and Pettitt, S. (2000). Principles of Marketing. Second Edition, Financial Times Management, Harlow, London.

Bisdee, D. (2007). Consumer Attitudes Review. Office of Fair Trading, June, 1-147.

Cushman and Wakefield Research Publication. (2013, July), Global Perspective on Retail: Online Retailing’’. Retrieved July 22, 2015, from Cushman and Wakefield Website:http://www.cushmanwakefield.com/~/media/globalrep orts/Global%20Perspective%20on%20Retail%201st%20July% 202013.pdf.

Chen, L., Gillenson, M. L., and Sherrell, D. L. (2002). "Enticing Online Consumers: A Technology Acceptance Perspective". Information &Management, 39 (8), pp. 705-719.

Davis, F. D., (1989). ‘‘Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology’’. Management Information Systems Quarterl, 13(3), 319-340.

Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). ‘‘User acceptance of computer technology: A comparison of two theoretical models’’. Management Science, 35(8), pp. 982-1003.

Frost, and Sullivan (2015).International E-Commerce in Africa: The Way Forward, in Geneva, Switzerland, 2015, ITC, pp. 47.

Ganesh, J., Reynolds, K. E., Luckett, M., &Pomirleanu, N. (2010). ‘‘Online Shopper Motivations, and E-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies’’. Journal of Retailing, 86(1), 106-115.

Husted, (1998). ‘‘The ethical limits of trust in business relation’ ’Business ethics quarterly, 8(2), pp.233-248.

Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models [Electronic version]. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/715.

Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). ‘’Consumer trust in an Internet store’’.Journal of Information Technology and Management, 1(1-2), 45-71.

Kim, H., Song, J., 2010. ‘‘The Quality of Word-of Mouth in the Online Shopping Mall’’. Journal of Research in Interactive Marketing, 4(4), 376- 390.

Kamarulzaman, Y. (2008). ‘’Modelling consumer adoption of internet shopping’’. Communications of the IBIMA, 5(26), 217-227.

Lai, E., Wang, Z., (2012). ‘’An Empirical Research on Factors Affecting Customer Purchasing Behavior Tendency during Online Shopping’’. Institute of Electrical and Electronics Engineers. pp. 583-586.

Lewicki, Roy J. and Robert J. Bies (1998), “Trust and Distrust: New Relationships and Realities,” Academy of Management Review, 23 (3), 438-58.

Lim, K.H., Sia, C.L., Lee, M.K.O. and Benbasat, I. (2006). “Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies”, Journal of Management Information Systems, Vol. 23 No. 2, pp. 233-66.

Manali, Kh., (2015). ‘‘Consumer Buying Behavior’’. International Journal of Innovation and Vol. 14 No. 2, pp. 278-286.

Mübinkiyici, (2012).’’Internet shopping behavior of college of education students’’. The Turkish online journal of educational technology – july 2012, volume 11 issue 3, pp.3.

Monsuwe, T.P.Y., Dellaert, B.G.C. and Ruyter, K.D (2004) “What derives consumers to shop online? A literature review”, International journal of Service Industry Management, Vol. 15, No.1, pp. 102-21.

Madhumita, N., Ashutosh, G. And Saurav, A. (2016) “An Empirical Investigation into Factor Influencing Indian Customer to Shop Online’’, vindhya International Journal of Management & Research (VIJMR), Vol. 2 no.2, pp.9-10.

Malhotra, (2007).’’culture and consumer behavior: toward an understanding of cross- cultural consumer behavior in international marketing’’. ´Journal of International Consumer Marketing, vol.6, no.2, pp.91- 127,

Nielson, A. C. (2008). World statistics on the number of internet shoppers. Available: http://www.multillingual-search.com/world-statistics-on-the-number-of-internetshoppers/28/01/2008.

Neuman, W.L. (2003). “Social Research Methods: Qualitative and Quantitative Approaches” (5th ed.). Boston: Allyn and Bacon.

Petrovic O. et al, (2003). ‘’Trust in digital transaction’’. Journal ofbusiness information Vol. 45, No. 1, pp. 53-66

Selamat, Z., Jaffar, N., & Ong, B. H. (2009). ‘’Technology acceptance in Malaysian banking industry’’. European Journal of Economics, Finance and Administrative Sciences, 1(17), 143-155.

Teo, T. S. H. (2001). ‘’Demographic and motivation variables associated with Internet usage activities. Internet Research, 11(2), 125-137. http://dx.doi.org/10.1108/10662240110695089

UCLA (2001), Surveying the Digital Future: Year Two, Center for Communication Policy. Retrieved from www.digitalcenter.org/pdf/InternetReportYearTwo.pdf

Varma, I.G. & Agarwal, R. (2014). ‘‘Online buying behavior of homemakers in Western suburbs of Mumbai and social media influence’’. Journal of Business and Management, 16(1), 42-65.

Wang, C.L., Ye, L.R., Zhang, Y. and Nguyen, D.D., (2005). “Subscription to fee-based online services: What makes consumer pay for online content?”.Journal of Electronic Commerce Research, vol. 6, no. 4, pp.301-311.

Yu, T. and Wu, G, (2007), “Determinants of internet shopping behavior: An application of reasoned behavior theory”. International Journal of Management, vol. 24, no. 4, pp. 744-762

Yuslihasri, I. A., &Daud, A. K. (2011). ‘‘Factors that influence customers buying intention on shopping online’’. International Journal of Marketing Studies, 3(1), 128-143.

Yaniv, I., &Kleinberger, E. (2000). ‘’Advice taking in decision making: Egocentric discounting and reputation formation’’.Organizational Behavior and Human Decision Processes. Vol. 83, No. 2, November, pp. 260– 281, 2000.
İşletme Araştırmaları Dergisi-Cover
  • ISSN: 1309-0712
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2009
  • Yayıncı: Melih Topaloğlu