IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 7 NO. 3 2021

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Enablers of Online Shopping Behaviour: Evidence from Electronics Consumers in Anambra State of Nigeria

John Chidume Anetoh Ph.D, Emmanuel Chidozie Ndubisi Ph.D, Chukwujekwu Jeffery Obiezekwem Ph.D & Solomon Obinna Eboh

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Abstract

This study investigated the enablers of online shopping behaviour among electronics consumers in Anambra State of Nigeria. The study specifically aimed to ascertain the extent attitude, social influence, trust, shopping experience and purchase intention influence online shopping behaviour for electronic products. A survey research design method was adopted for the study. Data were sourced using the questionnaire from the population of online shoppers of electronic products in Awka, Onitsha and Nnewi commercial areas. The sample size was 384 while a convenience sampling technique was used for the study. Multiple Regression analysis statistical technique was used to test the formulated hypotheses at 5% level of significance. The finding showed that attitude towards online shopping of electronics has a significant and positive influence on online shopping behaviour. It was discovered that social influence has a significant and positive effect on online shopping behaviour. The study revealed that trust on online shopping has a significant and positive influence on online shopping behaviour. The study found that consumer online shopping experience has a significant and positive influence on online shopping behaviour for electronics. The study also discovered that consumer purchase intention has a significant and positive influence on online shopping behaviour for e-products. The study recommended among others that business operators and marketers should continue to devote more on these enablers since they elicit positive and significant consumer online shopping behaviour for e-products. Also, it was recommended that online retailers should increase their service delivery strategies for enhanced consumers trust towards online shopping of electronic products in Anambra State

keywords:

attitude, social influence, trust, shopping experience, purchase intention and online shopping behaviour for e-products.

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