E-Commerce in Nigeria and Consumers’ Intention to Shop Online

Abstract

Aims: This study investigated the influence of Perceive Usefulness and Perceive Ease of Use of the internet to shop online (hereafter it will be referred to as Technological Factors), Facilitating Conditions, Attitude, and Trust on consumers’ intention to shop online in Ogun state Nigeria.

Study Design: A descriptive survey design was used for this study to examine and explain important factors that are associated with intention to engage in online shopping activities. The reliability test with Cronbach’s Alpha of 0.889 was obtained. The hypotheses formulated was tested using multiple regression analysis.

Sample: A survey questionnaire with 25 question items was used to gather data. A total of three hundred and fifty (350) questionnaires were administered using a purposive sampling method, and two hundred and twenty-seven (227) were collected and subsequently analyzed.

Results: From the 227 respondents, the study found that there is a significant relationship between behavioural intention to shop online and Technological Factors (p = 0.001), Trust (P = 0.000), Attitude (P = 0.000), except Facilitating Conditions (P = 0.286) with no significant relationship with consumers’ intention to shop online in Nigeria.

Conclusion: It concluded that Attitude towards internet usage, Trust and consumers perception towards the usefulness and ease of use of online shopping could play a key role in enhancing the acceptability of online shopping in Nigeria.

Keywords: Consumer intention; consumers; E-commerce; online shopping; technology