Author(s) :

Felister Y. Tibamanya, Abdulla Juma Omar, Emmanuel Chao.

Volume/Issue :

Abstract :

This study explores the factors influencing e-commerce sales among smartphone traders in the Urban West Region, Zanzibar. Adopting a quantitative research approach with a cross-sectional design, the study surveyed 104 randomly selected respondents. Primary data was collected through structured questionnaires addressing all specific objectives. Data analysis was conducted using descriptive statistics and multiple linear regression modeling. The results reveal that e-commerce sales are positively and significantly influenced by the intention to use technology, security, social media marketing strategy and customer trust. However, factors such as market cost, primary education level, and older age group negatively and significantly impact e-commerce sales. Policymakers should promote digital literacy programs and e-commerce training initiatives for smartphone traders, particularly targeting those with lower education levels. Additionally, policies should focus on improving cybersecurity measures and reducing market costs to create a more conducive environment for online business growth.

No. of Downloads :

0