Media influence on the adoption of e-commerce: The Kenyan scenario

Abstract

This study seeks to look into the role of Kenyan media in influencing the adoption of electronic commerce among corporate organizations. In spite of the advantages that may accrue to corporate businesses directly and to a society by embracing e-commerce, the Kenyan media appear to have inadequately addressed issues that could promote e-commerce. This study seeks to identify those issues that the media has failed to adequately address in order to influence the adoption of e-commerce in Kenya. The findings of this study looked at ways in which the media is using e-commerce in its operations, thus influencing corporate organizations to adopt the technology; opinions of internal and external publics on how the media are using new technology thus the potential to influence the growth of e-commerce in Kenya; opinions of service providers and higher educational institutions on the e-commerce environment in Kenya; and the challenges facing the growth of ecommerce in Kenya. One of the conclusions of this study is that the media has a role, beyond operating a state- of-the-art website, in influencing corporate organizations to adopt e-commerce. Functionalities of media websites include electronic mail (email), information. entertainment, discussion groups (chat groups), online shopping (view catalogues and order products), news groups, research tool, advertising or trade tool, as a communication tool to serve customers and suppliers. On the assumption that the media has a role in educating corporate organizations on the gains of engaging in e-commerce, the media website is recognized as being on the cutting edge of technological development in society. Findings of the notion of interactivity has highlighted ways in which the users can modi fy the form and content of computer messages, and in so doing, accomplish a wide range of social tasks including e-commerce. Finally, the researcher suggests ways in which challenges facing the growth of e¬commerce can be addressed. These include incorporating Information Communication and Technology into Corporate Social Responsibility programmes; carrying out a planned and deliberate effort to carry articles and features that educate corporate organizations on e-commerce; the government should make a deliberate effort to invest in equipment and training of lecturers in institutions of higher learning; create public awareness on the advantages of adopting e-commerce; and lobbying for the reduction of internet connectivity costs.