Predicting Consumer Behavior Change Towards Using Online Shopping in Nigeria: The Impact of the COVID-19 Pandemic

Abstract

This study aims to ascertain the factors responsible for the behavior change of consumers in Nigeria towards the use of online shopping as impacted by the COVID-19 pandemic. For this reason, two quantitative studies were conducted to find user behavior towards using online shopping before and during the COVID-19 pandemic. Questionnaire was used as the research instrument and an online survey was conducted in which 82 respondents in Nigeria participated for both studies. Both studies develop hypotheses through the integration of technology acceptance models, unified theory of acceptance and use of technology, and theory of planned behavior. The results of the study before and during COVID-19 pandemic are compared accordingly. Based on the findings of this study, recommendations were proffered in relation to the results of the various hypothesized factors. Lastly, the study gave suggestions for subsequent research.