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VOL. 11, ISSUE 1 (2026)
Entrepreneurial cooperation and performance of online retail enterprises in Kenya: Moderating role of legal framework
Authors
Leonard Matolo Ngungi, Dr. Jane Omwenga, Dr. Joseph Ndururi
Abstract
Despite the advantages of online trading,
online retail enterprises in Kenya face inconsistent performance due to
challenges such as limited access to financial services, inadequate
collaboration, insufficient communication technology, and gaps in
entrepreneurial competence. These challenges hinder the potential of the
industry and the country’s economic growth. This study assessed the impact of entrepreneurial
cooperation on the performance of online retail enterprises in Kenya, grounded on
Social Network Theory. The study adopted mixed-methods. Using a descriptive
design, it targeted 495 employees from 165 registered online retail
enterprises, with a sample size of 351 determined by Yamane’s formula. Data was
collected through questionnaires and analyzed using a triangulation approach.
Multiple regression analysis revealed that entrepreneurial cooperation significantly
and positively influence online retail enterprises in Kenya (R² = 0.662; p
< 0.01). The results show that 66.2% of the variance in performance among
online retail businesses in Kenya can be explained by entrepreneurial
cooperation alone. The study reccomed for active collaboration
within the e-commerce ecosystem, particularly in areas such as marketing and
brand advocacy and suggests further research on comparative study to examine
the success of businesses that heavily invest in sales linkages.
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Pages:46-53
How to cite this article:
Leonard Matolo Ngungi, Dr. Jane Omwenga, Dr. Joseph Ndururi "Entrepreneurial cooperation and performance of online retail enterprises in Kenya: Moderating role of legal framework". International Journal of Academic Research and Development, Vol 11, Issue 1, 2026, Pages 46-53
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