Effect of Internet of Things on Consumer Online Purchase Engagement of Digitalized Products in Anambra State, Nigeria

Abstract

This research investigated the effect of Internet of Things on consumer online purchase engagement of digitalized products in Anambra State, Nigeria. The study examined the effects of device connectivity, consumer interactions automation, data analytics with real-time feedback, personalized digital experiences, security and privacy features of IoT system on consumer online purchase engagement of digitalized products. The study adopted a positivistic oncology and used a descriptive research design through a survey method. Multiple regression analysis statistical technique was used to estimate the effects of IoT dimensions on consumer online purchase engagement of digitalized products. The findings indicated that all examined IoT dimensions positively and significantly affect consumer online purchase engagement of digitalized products in Anambra State of Nigeria. The study found that security and privacy of IOT system demonstrated the strongest effect, followed by device connectivity, data analytics, consumer interactions automation, and personalization of digital experience. The study concluded that IoT plays a crucial role in boosting consumer online purchase engagement of digitalized products by fostering trust, convenience, personalization, and efficiency in digital transactions. Based on the findings, the researchers recommended for continued usage of internet of things technology for improved data security and promotion of digital literacy that encourages greater consumer participation in online purchase of digitalized products in Anambra State of Nigeria and beyond.

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