THE INFLUENCE OF ELECTRONIC INFORMATION DISCLOSURE ON CUSTOMER APPROVAL IN KENYAN E-COMMERCE MARKETPLACES

The accelerated digitization of the Kenyan retail economy has precipitated a profound shift in consumer-firm interactions, necessitating rigorous electronic corporate governance frameworks. Despite rapid sector growth, numerous digital marketplaces experience pervasive challenges in securing and maintaining consumer trust due to persistent information asymmetries, cyber fraud, and opaque data handling practices. Consequently, this empirical investigation evaluates the specific influence of electronic information disclosure on customer approval within the Kenyan e-commerce ecosystem. Grounded in a positivist research philosophy, the study executed a quantitative causal design, conducting a census of 56 formally registered e-commerce enterprises operating across the nation. Primary data was obtained from 55 active platform managers, supervisors, and chief executive officers utilizing a structured five-point Likert scale instrument. Following diagnostic testing that confirmed the absence of multicollinearity and adherence to normality assumptions, the data underwent multivariate linear regression analysis. The statistical outcomes isolated electronic information disclosure as a highly significant, positive predictor of customer approval (β = 0.320, p = 0.006). Anchored theoretically in Stakeholder Theory, the findings demonstrate that proactive transparency regarding product pricing, transaction confidentiality, and data privacy policies fundamentally neutralizes digital agency costs and cultivates durable market loyalty. The analysis concludes that systematic electronic information disclosure functions not merely as a regulatory compliance mechanism, but as an essential strategic asset indispensable for the long-term survival and competitive viability of Kenyan online marketplaces.