Online Perceived Risk’s Influence on Consumer Purchase Decisions of Households in Nairobi City County, Kenya

Linsey Wanjiku Waweru, Stephen Ntuara Kiriinya, Elyjoy Micheni and Hellen Kabue
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Linsey Wanjiku Waweru: Department of Business and Management Studies, The Technical University of Kenya
Stephen Ntuara Kiriinya: Department of Business and Management Studies, The Technical University of Kenya
Elyjoy Micheni: Tom Mboya University
Hellen Kabue: Department of Business and Management Studies, The Technical University of Kenya

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 15, 944-949

Abstract: The study assessed the influence of online shopping dimensions: convenience, product presentation and erceived risks in regard to the purchase decisions of households in Nairobi City County, Kenya. The study also investigated the effect of data security and internet access as the moderating and intervening variables, respectively. The study was based on positivist philosophy and employed both descriptive and explanatory research designs. It was anchored on the Theory of Reasoned Action, Uses and Gratification Theory and Howard-Sheth Model.

Date: 2025
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