Browsing by Author "Amase Daisy Patience"

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    Consumer Attitudes, Subjective Norms, Percieved Behavioral Control and Adoption of Online Shopping in Uganda.
    (Makerere University Business School, 2024-11-13) Amase Daisy Patience
    This paper presents consumer attitudes, subjective norms, perceived behavioral control and adoption of online shopping in Uganda. The purpose of the study was set to examine the relationship between customer attitudes, subjective norms, and perceived behavioral control and on line shopping in Uganda and the key study area was Kampala district central division. The objective of the study was to establish the effect of consumer attitude, subject norms, perceived behavioral control and the predictive power of the three variables and online shopping. The study adopted a cross sectional design because the researcher collected data from one specific point in time. To fulfill this purpose, four objectives were developed, to answer this study. The study followed a quantitative cross-sectional approach, and the data collection was made possible through a survey questionnaire targeting online shoppers in Kampala central Division. A sample of 380 respondents was used of which 243 usable questionnaires were returned. Data analysis was done using SPSS Version 25, where correlation and multiple regression analyses were performed to describe the sample and answer to research questions. The results indicated that Customer attitudes and Perceived Behavior control are positively related to the shopping in Uganda. Customer attitude is a stronger predictor of shopping than Perceived Behavior control. Of particular note, the study revealed an intriguing result that subjective norms do not have a significant influence on online shopping in Uganda. From the above findings, it was concluded that attitude is the most significant predictor of behavioral intention to adopt online shopping in Uganda, followed by perceived behavioral controls and Subjective norms. Recommendations based on the above findings include; collaborating with social media influencers or running campaigns that encourage word-of-mouth recommendations could increase visibility and potentially shape consumer perceptions over time; enhancing user experience and Accessibility of online shopping services and finally consumer attitudes toward online shopping in Uganda may be shaped by concerns around reliability, product quality and so on.