Consumer Attitude, Subjective Norms, Perceived Behavioral Controls and Adoption of Online Shopping in Kampala City, Uganda

Abstract

The purpose of this study was to investigate consumer adoption of online shopping in Uganda. The study adopted the Theory of Planned Behaviour to investigate the relationship between attitude, subjective norms, perceived behavioural controls and behavioural intention on consumer adoption of online shopping. To fulfil this purpose and test the various relationships, five research questions were developed based on the research model The study followed a quantitative cross-sectional approach, and the data collection was made possible through a survey questionnaire targeting internet users in Kampala city, Uganda. A sample of 420 respondents was used of which 395 usable questionnaires were returned. Furthermore, the analysis of the data was done using SPSS 16 and Sobel’s test. Descriptive analysis, Correlation, Linear Regression and Factor Analysis were run to describe the sample and answer the research questions. The study found a strong positive and significant relationship between attitude and behavioural intention to shop online. A moderately positive relationship was also found between Perceived Behavioural Controls and intention to shop online. The relationship between Subjective norms and behavioural intention to shop online was also found to be significant. It was also found that a positively significant relationship exists between behavioural intention and consumer adoption of online shopping. The paper adds to the existing literature by detangling the relationships between attitude, subjective norms, perceived behavioural controls and behavioural intention on consumer adoption of online shopping in Uganda. From the above findings, it was concluded that attitude is the most significant predictor of behavioural intention to adopt online shopping in Uganda, followed by perceived behavioural controls and Subjective norms; and intention has reasonable influence on the consumers’ final decision to adopt online shopping.