Factors Determining E-Shopping Compliance by Nigerians

Factors Determining E-Shopping Compliance by Nigerians

Adamkolo Mohammed Mohammed Ibrahim (Universiti Putra Malaysia, Malaysia & University of Maiduguri, Nigeria), Md. Salleh Hj. Hassan (Universiti Putra Malaysia, Malaysia) and Sarina Yusuf (Universiti Putra Malaysia, Malaysia)
DOI: 10.4018/978-1-5225-7766-9.ch017
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This chapter investigated factors that affect e-shopping acceptance among Nigerians. The extended unified theory of acceptance and use of technology (UTAUT2) model was adopted with some adjustments. Since the study focused on investigating technology adoption in cognitive perceptions and service quality contexts, a review of relevant literature suggested incorporating three key constructs from the service quality (SERVQUAL) model, namely reliability, empathy, and responsiveness into the conceptual model of this chapter. A pre-tested and validated 40-item questionnaire was administered to 380 university undergraduate students in Nigeria. The reliability coefficient of the items ranged between .755 and .876. The chapter concludes cognitive perceptions of the use of technology to purchase products or services online and service quality perceptions critically influence e-shopping acceptance among Nigerians.
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Online Shopping in Nigeria

Online shopping is gradually becoming trendy, especially among the elites, middle-income earners, students and technocrats in Nigeria (Aminu, 2013). About a decade earlier, however, online shopping was much less heard about (Chang & Samuel, 2004) much less of adoption. Most e-tailers in the country offer a wide range of assorted products and services online. However, most Nigerian consumers are slow at complying (accepting) online shopping (FOTN, 2015).

The literature suggests that the low level of online shopping acceptance among Nigerians might have links with cognitive, service quality and other social and economic factors (Amina, 2013; FOTN, 2015). These factors are believed to affect the consumers’ behavior to purchase products online Chukwu & Uzoma, 2014). Some of popular e-tailers include Konga, Jumia, Glamor and Manna Stores (Aminu, 2013).

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