Mediating Role of Social Media in the Relationship between Reliability, Perceived Usefulness on Online Shopping Behaviour: Building a Conceptual Framework

Abstract

Over the decades, due to the spread of the internet and the accessibility of digital devices such as laptops, tablets and smartphones, online shopping has grown steadily and become accessible among consumers. In today's world, online shopping is relaxation for individuals engaged in a busy life. Recently, there are changes in the way clients shop from traditional to virtual. While customers prefer to purchase goods from a retail store, internet shoppers feel safer buying online. People who are too involved with their everyday operations are unlikely to spend a lot of time shopping in a physical store. The right choice is to indulge in online shopping. It saves vital time and resources. Social media helps increase awareness about Nigeria's online films and spread the word about online shopping services. Online shopping is getting momentum globally, but the penetration rate in Nigeria is low. Thus, this research tries to propose a conceptual framework of social media's mediating effect on the relationship between Reliability, Perceived Usefulness on Online Shopping Behaviour.

Keywords: Online Shopping, Social Media, Digital Devices, Reliability, Perceived Usefulness