Online Shopping Industry and Its Consumers in Nigeria

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.