The effect of gender in online shopping behavior among USIU- Africa students.

Kenya has a growing e-commerce market but very little is known about the consumer characteristics of online shoppers in Kenya. Demographic factors such as gender are very important in the online shopping space in Kenya. The study investigated the effect of gender among university students in USIU-Africa. With a survey sample of 71, the study used a descriptive design approach and used an online survey to get the students perception of online shopping. the study tested the effect of gender on three main constructs; E-commerce adoption, Perceived Ease of Use (PEOU) and Perceived Usefulness (PU). The results reveal that gender has significant impact on Perceived Ease of Use among university students in Kenya and has no significant impact on E-commerce adoption or Perceived Usefulness. The study recommends that e-commerce platforms in Kenya to leverage on gender aspects and create more user-friendly interfaces towards female shopper