EXPLORING THE MEDIATING EFFECT OF CONSUMERS’ BEHAVIORAL INTENTION TO SHOP ONLINE IN THE RELATIONSHIP BETWEEN FACILITATING CONDITIONS AND ONLINE SHOPPING IN DEVELOPING NATIONS EMPIRICAL EVIDENCE FROM UGANDA’S E-COMMERCE SECTOR
Journal: Malaysian E Commerce Journal (MECJ)
Author: Namakula Sarah Jannat, Najeeb Abbas Al Sammarraie, Faisal Mubuke
This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
The study’s focus was to find out the mediating effect of consumers’ behavioral intention to shop online in the relationship between facilitating conditions and online shopping in Uganda’s e-commerce sector. The study adopted the cross-sectional and correlation approaches to realize the objectives of the study. A sample of 385 respondents was considered given the existing total population of online shoppers in Uganda. The collected data was analyzed using SPSS. Correlation results revealed that there exists a strong significant positive relation between facilitating conditions, intentions to shop online and actual online shopping. The mediation results show that the intention to shop online partially mediated the relationship between facilitating conditions and online shopping. In order to ensure sustainable online purchasing in Uganda, e-commerce owners and their management, the government of Uganda and policymakers need to highly consider the facilitating condition as a key enabling factor that influences consumers’ behavioral intentions and actual online shopping. Like any other study, the researchers were limited in monitoring the real behavioral intentions of the consumers to shop online. To the researcher’s observation, this study is positioned as the first of its kind in Uganda to examine the mediating effect of consumers’ behavioral intentions to shop online in the relationship between facilitating conditions and actual online shopping in Uganda’s e-commerce sector.