Author(s) :

Emmanuel Chao, Rose Mrema.

Volume/Issue :

Abstract :

Increasingly the adaptation of online business, has accelerated a need for understanding the consumer buying behaviour at a digital space. The general objective of this study was to assess the drivers and determinants of online consumer buying behaviour. The cross-section research design method was used in this research, whereby a non-probability sampling technique was used and a population sample size of 211 respondents was selected. Primary data were collected using a structured questionnaire and the data was quantitative analyzed. Findings showed that, Perceive ease of pay, perceived value for money, website ease of use and experience have a positive impact on the intention to buy the online products.

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