Online Shopping Industry and Its Consumers in Nigeria

Main Article Content

Cosmas Anayochukwu Nwankwo
MacDonald Kanyangale
James Okechukwu Abugu

Abstract

Aims: The purpose of this study was to examine online shopping industry and its consumers in Nigeria.

Study Design: Quantitative study which adopted a positivistic ontology and descriptive survey design.

Place and Duration of Study: The study was carried out between February 2018 and March 2019 among students of six universities in south-south geo-political zone of Nigeria.

Methodology: This study adopted stratified random sampling methods to select undergraduate students of six tertiary institutions in Nigeria. Data were collected through survey from a total of three hundred and ninety-nine respondents between the period of three months. The data collected were analysed using multiple regression analysis.

Results: The result shows that student demographic attributes, purchase intention and purchase experience which reflect income, accessibility, convenience, product description, online usage, frequency to buy and time spent are the key predictors of online shopping in Nigeria.

Conclusion: Online shopping business would continue to go towards the down-trend direction if attentions are not given to the major determinants like demographic attributes, purchase intention and purchase experience The study recommended that firms and other marketing organisations should consider income, accessibility, convenience, product description, online usage, frequency to buy and time spent online as the key predictors of consumers online buying decisions as this would enable firms to strategise in their marketing decisions on how customer’s needs can be met.

Keywords:
Online shopping, demographic characteristics, purchase intention, shopping experience, shopping practice.

Article Details

How to Cite
Nwankwo, C. A., Kanyangale, M., & Abugu, J. O. (2019). Online Shopping Industry and Its Consumers in Nigeria. Journal of Economics, Management and Trade, 24(3), 1-12. https://doi.org/10.9734/jemt/2019/v24i330165
Section
Original Research Article

References

Nielsen AC. Global consumers attitudes towards online shopping.
Available:http://www2.acnielsen.com/reports/docu-ment/2005_cc_onlineshopping.pdf (Accessed on 28 June 2018)

Jadhav V, Khanna M. Factors influencing online buying behavior of college students: A qualitative analysis. The Qualitative Report. 2016;21(1):1-15.

Lim YJ, Osman A, Salahuddin SN, Romle AR, Abdullah S. Factors influencing online shopping behaviour: The mediating role of purchase intention. Procedia Economics and Finance. 2016;35(5):401-410.

Kaymu. E-commerce in Nigeria: Market trends and consumer behaviour; 2015.
Available:http://www.kaymu.com.ng/research/
(Accessed on 28 June 2018)

Buzz Nigeria. Top 20 online shopping stores in Nigeria.
Available:http://www.buzznigeria.com/top-20-online-shopping-stores-innigeria/
(Accessed on 30 June 2018)

Nigerian Communication Commission (NCC). Internet users in Nigeria hit 98.3 million.
Available:https://www.ncc.gov.ng/thecommunicator/index.php?option=com_content&view=article&id=1623:internet-users-in-nigeria
(Accessed on 30 June 2018)

Hooria A. An analysis of the factor affecting online purchasing behavior of Pakistani consumers. International Journal of Marketing Studies.
;6 (5):133-148.

Kotler P, Armstrong G. Principles of marketing (14th ed.). Translate in Georgian. Tbilisi, Sulakauri Publishing; 2015

Usha Vaidehi P. Factors influencing online shopping behavior of students in engineering colleges at Rangareddy district. Sumedha Journal of Management. 2014;3(1):50-62.

Bhatnagar A, Ghose S. Online information search termination patterns across product categories and consumer demographics. Journal of Retailing. 2004;80:221–228.

Inegbedion HE, Obadiaru DE, Bello VD. Factors that influence consumers’ attitudes toward internet buying in Nigeria. Journal of Internet Commerce. 2016;15(4):353-375.

Wu S, Tsai H. A comparison of the online shopping behavior patterns of consumer groups with different online shopping experiences. International Journal of Marketing Studies. 2017;9(3):24-38.

Ifeanyichukwu CD. Shopping orientation and online shopping: an analysis of online shoppers in Nigeria. International Journal in Management and Social Science. 2016;6:199-205.

Ugonna IA, Okolo VO, Nebo GN, Ojieze J. Effects of online marketing on the behaviour of consumers in selected online companies in Owerri, Imo State, Nigeria. International Journal of Business and Management Invention. 2017;6(6):32-43.

Fishbein M, Ajzen I. Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley; 1975.

Amaro S, Duarte P. An integrative model of consumers’ intention to purchase travel online. Journal of Tourism Management. 2015;46(1):64-79.

Ajzen I. The theory of planned behavior. Organizational Behaviour and Human Decision Processes. 1991;50:179–211.

Leeraphong A, Mardjo A. Trust and risk in purchase intention through online social network: A focus group study of Facebook in Thailand. Journal of Economics, Business and Management. 2013;1(4):314-318.

Kim J, Lennon SJ. Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention. Journal of Research in Interactive Marketing. 2013;7(1):33-56.

Lo C, Frankowski D, Leskovec J. Understanding behaviours that lead to purchasing: A case study of Pinterest in Proceedings of the 22nd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. San Francisco: University of Stanford. 2016; 531-540.

Al-Nasser M, Yusoff RZ, Islam R, ALNasser A. Effects of consumers’ trust and attitude toward online shopping. American Journal of Economics and Business Administration. 2014;6(2):58-71.

Rogers E. Diffusion of innovations. 5th Edition. Simon and Schuster; 2003.

Verhoef PC, Langerak F. Possible determinants of consumers’ adoption of electronic grocery shopping in the Netherlands. Journal of Retail Consumer Services. 2001;8:275-285.

Liang T, Huang J. An empirical study on consumer acceptance of products in electronic markets: A transaction cost model. Decision Support Systems. 1998;24(4):29-43.

Shim S, Eastlick MA, Lotz SL, Warrington P. An online pre-purchase intentions model: The role of intention to search. Journal of Retailing. 2001;77(3):397-416.

Oresanya, Oresanya. Attitude of students towards online shopping of agricultural products in selected tertiary institutions in Ogun state, Nigeria. Journal of Agricultural Extension. 2016;20(1):121-131.

Rao MB, Hymavathi CL, Vashi NV, Rao MM. Factors affecting female consumer’s online buying behaviour. Academy of Marketing Studies Journal. 2018;22(2):1-20.

Diao Y. Online shopping behaviour among Chinese university students, International Journal of Scientific and Research Publications. 2015;5:11.

Nittala R. Factors influencing online shopping behavior of urban consumers in India. International Journal of Online Marketing. 2015;5(1):38-50.

Ketabi SN, Ranjbarian B, Ansari A. Analysis of the effective factors on online purchase intention through theory of planned behaviour. International Journal of Academic Research in Business and Social Sciences. 2014;4(4):374-382.

Adeshina AA, Ayo CK. An empirical investigation of the level of users’ acceptance of e-banking in Nigeria. Journal of Internet Banking and Commerce. 2010;15(1):1-13.

Priyanka GP, Ramya K. Usage of online shopping among college students. Imperial Journal of Interdisciplinary Research (IJIR). 2016;2(8):574-578.

Kim J, Park J. A consumer shopping channel extension model: Attitude shift toward the online store. Journal of Fashion Marketing & Management. 2005;9(1):106-121.

Lee J, Lee J. How purchase intention consummates purchase behaviour: The stochastic nature of product valuation in electronic commerce'. Behaviour & Information Technology. 2015;34(1):57-68.

Dai B, Forsythe S, Kwon W. The impact of online shopping experience on risk perceptions and online purchase intentions: does product category matter? Journal of Electronic Commerce Research. 2014;15(1):13-24.

Nwankwo CA, Ifejiofor AP. Social media: A critical examination of its effect on students’ shopping habits. European Journal of Education Studies. 2018; 4(2):103-113.

Wolfinbarger M, Gilly M. Shopping online for freedom, control and fun. California Management Review. 2001;43(2):34-55.

Akman I, Rehan I. Online purchase behaviour among professionals: A socio-demographic perspective for Turkey, Economic Research Ekonomska Istraživanja. 2014;27(1):689-699.

Farag S, Krizek KJ, Dijst M. E-shopping and its relationship with in-store shopping: Empirical evidence from the Netherlands and the USA. Transport Reviews. 2006;26:43–61.

Wani TA, Ali SW, Farooq T. Determinants of online purchase intentions: A study of Indian buyers. Amity Journal of Management Research. 2016;1(1):94–109.

Hernández B, Jiménez J, Martín MJ. Customer behavior in electronic commerce: The moderating effect of e-purchasing experience. Journal of Business Research. 2010;63:964–971.

Haque A, Al Mahmud S, Tarofder AK, Ismail AZH. Internet advertisement in Malaysia: A study of attitudinal differences. The Electronic Journal of Information Systems in Developing Countries. 2007;31:1–15.

Kumar V, Anand P, Mutha D. A study on trust in online shopping in Pune: A comparative study between male and female shoppers. Journal of Social Science Research Network. 2016;2(2): 41-48.