From offline shopping to online shopping in Nigeria: evidence from African emerging economy

Abstract

PurposeThe study builds on studies in online shopping. Existing studies in online shopping proved that it is an attraction to shoppers. In Nigeria's emerging economy the increasing Internet penetration does not equate with intention to use online shopping because it is not really used by users for online shopping. Consumers are considering it unattractive because of serious concerns that border on product quality of online shops and poor know-how on e-tech. The study sought to explore factors that could mitigate challenges to successful online shopping in Nigeria's emerging economy.Design/methodology/approachOnline survey method was used to sample 246 respondents. Measurement items were adapted from related literature. Confirmatory factor analysis and content validity were used to check the reliability and validity. A set of fit indices were used to check the goodness of fit. Data was analysed using structural equation model.FindingsResults indicate direct effects of consumer attitude, perceived usefulness and social influence on intention to use online shopping with consumer attitude shown to have a greater degree of importance towards intention to use online shopping. Thus, consumers' attitude of browsing online and going offline for purchases is dependent on attitude of like or dislike. Perceived ease of use, social influence and perceived usefulness had an indirect positive effect on consumer attitude to intention to use online shopping. Social influence is indicated to have a direct positive effect on perceived ease of use. Also perceived ease of use had a positive and direct effect on perceived usefulness.Research limitations/implicationsThe sample size is not large enough and the use of snowball sampling limits representativeness.Practical implicationsThe study indicated vital factors African emerging economies like Nigeria can use to improve consumer confidence towards intention to use online shopping and drive cashless policies. Several studies have missed the indirect effect of referents (social influence) on adoption of technology. The study proved that it can produce indirect effect as well as direct effect on intention to use online shopping.Originality/valueSeveral studies have missed the indirect effect of referents (social influence) on adoption of technology. The study proved that it can produce indirect effect as well as direct effect on online shopping.

Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis

“…The questionnaire was subjected to preliminary test using face validity and content validity through expert in the field. The moderated questionnaire by the experts were distributed through snowball sampling given that it will enable the researchers connect to individuals with experience on mHealth (Oloveze et al, 2022). The use of filter questions «have you ever used mobile health application or service or innovation» and «have you ever used any of mobicure app, hudibia app, safermom app or mobile authentication service that checkmates fake and substandard drugs» were used to screen out irrelevant responses.…”

“…Herman's single factor technique was used to check for the significance of the CMB. By adjusting all factors to single factor the value of 46.78% indicates that CMB do not have significant influence given that the threshold is 50% (Kaliniс et al, 2019;Oloveze et al, 2022). Secondly, factor analysis was conducted using principal component analysis with varimax rotation technique.…”

Determinants of Youths’ Intention to Shop Online: Study of Uganda and Rwanda

“…For example, Daroch, Nagrath and Gupta (2020) noted that among the factors constraining consumers to shop online included fear of bank transactions, insecurities, services, experiences and trust. Similarly, in Africa, various studies (Moeti, Mokwena & Malebana, 2021;Mofokeng, 2021;Oloveze et al, 2022) have mentioned attributes that restrain consumers from shopping online. In Nigeria, Oloveze et al (2022) found that online shopping by consumers was directly affected by attitude, perceived usefulness and social influences.…”

“…Similarly, in Africa, various studies (Moeti, Mokwena & Malebana, 2021;Mofokeng, 2021;Oloveze et al, 2022) have mentioned attributes that restrain consumers from shopping online. In Nigeria, Oloveze et al (2022) found that online shopping by consumers was directly affected by attitude, perceived usefulness and social influences. Within Africa, the literature from Uganda and Rwanda on shopping online is scant.…”

Faktor Yang Memengaruhi Purchase Intention Konsumen Indonesia Saat Belanja Online

“…Beberapa penelitian terkait purchase intentions dalam berbelanja online telah dilakukan (Oloveze et al, 2022;Polas et al, 2022;Santo & Marques, 2022). Purchase intentions terhadap belanja online ini kemungkinan akan tetap menjadi perilaku jangka panjang.…”