SMES' ADOPTION OF WEB-BASED MARKETING: EMPIRICAL EVIDENCE FROM KENYA

Abstract

This paper explores adoption of web-based marketing services in Nakuru Municipality, Kenya. The technology adoption model, theory of planned behavior and diffusion of innovation were used to support the study. An explanatory survey research design was employed. Systematic sampling was used to select 98 SMEs from which, the first four customers who enters to the premise at the arrival of the researcher were selected, providing a sample size of 396 respondents. The study findings indicated that perceived ease of use, perceived usefulness and positively determine the adoption of web-based marketing services, while perceived cost negatively affected adoption of web- based marketing services. The findings indicate that perceived ease of use, perceived usefulness and perceived cost are major determinant of adoption of web-based marketing services. Thus, the study recommends consideration of the four major determinants while firms are launching any new web-based marketing services.