This work is licensed under a Creative Commons Attribution 4.0 International License.
Exploring Online Shopping and Patronage of Online Retail Stores by Students of Tertiary Institutions in Abia State, Nigeria
Corresponding Author(s) : Ahaiwe Emmanuel
American Journal of Economics and Business Management,
Vol. 8 No. 3 (2025): March
Abstract
This study examines the effect of online shopping on customer patronage of online stores by tertiary institutions students in Abia State, Nigeria. Cross-sectional data were obtained from students of two tertiary institutions in Abia State through an online questionnaire (google form). For the sample size, the minimum sample calculation was used in picking 200 respondents for the study. The study's stated hypotheses were tested using regression analysis at a 0.05 probability level. SPSS Version 25.0 was used for all analyses. Findings revealed that perceived usefulness has positive and significant effect on customer patronage of online stores in Abia State, Nigeria. Similarly, regression result revealed that perceived ease-of-use has positive and significant effect on customer patronage of online stores in Abia State, Nigeria. Also, online customer experience was found to have positive and significant effect on customer patronage of online stores in Abia State. It was recommended that online retailers must make their site navigation to be very easy since shoppers view online shopping to be useful and easy to use. To increase customer traffic, online retailers must streamline their payment options, delivery options, exchange and return policies, and customer service offerings.
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- A. O. Oloveze, C. Ogbonna, E. Ahaiwe, and P. A. Ugwu, “From Offline Shopping to Online Shopping in Nigeria: Evidence from African Emerging Economy,” IIM Ranchi J. Manag. Stud., vol. 1, no. 1, pp. 55–68, 2022.
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- L. Wang, F. Li, and J. Brown, “Digital customer relationship management and its impact on firm performance,” Ind Mark Manag, vol. 85, pp. 123–134, 2020, doi: 10.1016/j.indmarman.2020.01.005.
- I. Eshiett, “Online Shopping Tendency and Customer Trust in Nigerian Service Sector,” Mark. Brand. Res., vol. 8, pp. 65–75, 2021.
- V. Nebojša, K. Milorad, and K. Tanja, “The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market,” J. Theor. Appl. Electron. Commer. Res., vol. 14, no. 2, pp. 70–89, 2019.
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- O. J. Kofoworola, M. J. Mallo, and U. A. Mu’azu, “Online Shopping Trend and Consumer Buying Behaviour: A Survey of Final Year Students of the Abubakar Tafawa Balewa University, Bauchi,” Int. Acad. J. Manag. Mark. Entrep. Stud., vol. 9, no. 1, pp. 29–42, 2022.
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- N. Wilson, K. Keni, and P. H. P. Tan, “The Role of Perceived Usefulness and Perceived Ease-of-Use Toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China,” Gadjah Mada Int. J. Bus., vol. 23, no. 3, pp. 262–294, 2021.
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- J. J. Davis, “Ethics and Green Marketing,” J. Bus. Ethics, vol. 11, no. 2, pp. 81–87, 1992.
- H. Altinpulluk and M. Kesim, “A Systematic Review of the Tendencies in the Use of Learning Management Systems,” Turk. Online J. Distance Educ., vol. 22, no. 3, 2021, doi: 10.17718/tojde.961812.
- A. I. M. Elfeky and M. Y. H. Elbyaly, “The Use of Data Analytics Technique in Learning Management System to Develop Fashion Design Skills and Technology Acceptance,” Interact. Learn. Environ., 2021, doi: 10.1080/10494820.2021.1943688.
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- R. Coomber, “Using the Internet for Survey Research,” Sociol. Res. Online, vol. 2, pp. 14–23, 1997.
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References
A. O. Oloveze, C. Ogbonna, E. Ahaiwe, and P. A. Ugwu, “From Offline Shopping to Online Shopping in Nigeria: Evidence from African Emerging Economy,” IIM Ranchi J. Manag. Stud., vol. 1, no. 1, pp. 55–68, 2022.
R. Jain and S. Sharma, “Determinants of Customer Satisfaction in Online Shopping,” Maharshi Dayanand Univ. Res. J., vol. 19, no. 1, pp. 51–66, 2020.
L. Wang, F. Li, and J. Brown, “Digital customer relationship management and its impact on firm performance,” Ind Mark Manag, vol. 85, pp. 123–134, 2020, doi: 10.1016/j.indmarman.2020.01.005.
I. Eshiett, “Online Shopping Tendency and Customer Trust in Nigerian Service Sector,” Mark. Brand. Res., vol. 8, pp. 65–75, 2021.
V. Nebojša, K. Milorad, and K. Tanja, “The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market,” J. Theor. Appl. Electron. Commer. Res., vol. 14, no. 2, pp. 70–89, 2019.
O. Ibikunle, “E-Commerce in Developing Nations: Issues and Challenges. Consumer Attitude in the Nigerian Market,” 2013.
O. J. Kofoworola, M. J. Mallo, and U. A. Mu’azu, “Online Shopping Trend and Consumer Buying Behaviour: A Survey of Final Year Students of the Abubakar Tafawa Balewa University, Bauchi,” Int. Acad. J. Manag. Mark. Entrep. Stud., vol. 9, no. 1, pp. 29–42, 2022.
I. A. Onikoyi, B. O. Babatunde, W. A. Lamidi, and C. D. Odeh, “Impact of E-Commerce Applications on Non-Financial Performance of Selected Online Retail Enterprises in Lagos State, Nigeria,” J. Account. Manag., vol. 12, no. 3, pp. 93–108, 2022.
P. J. Hu, S. A. Brown, J. Y. L. Thong, F. K. Y. Chan, and K. Y. Tam, “Determinants of Service Quality and Continuance Intention of Online Services: The Case of eTax,” J. Am. Soc. Inf. Sci. Technol., vol. 60, no. 2, pp. 292–306, 2009.
E. Lai and Z. Wang, “An Empirical Research on Factors Affecting Customer Purchasing Behaviour Tendency During Online Shopping,” in Institute of Electrical and Electronics Engineers, 2012, pp. 583–586.
N. Wilson, K. Keni, and P. H. P. Tan, “The Role of Perceived Usefulness and Perceived Ease-of-Use Toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China,” Gadjah Mada Int. J. Bus., vol. 23, no. 3, pp. 262–294, 2021.
J. E. Priyatma, “The Impact of Perceived Usefulness and Perceived Ease-of-Use on Repurchase Intention of Online Shopping App Users,” Int. J. Soc. Sci. Hum. Res., vol. 5, no. 10, pp. 4764–4769, 2021, doi: 10.47191/ijsshr/v5-i10-49.
N. B. Dhar, E. A. Klein, A. M. Reuther, G. N. Thalmann, S. Madersbacher, and U. E. Studer, “Outcome after radical cystectomy with limited or extended pelvic lymph node dissection,” J. Urol., vol. 179, pp. 873–878, 2008.
A. F. Korompot and S. S. Handayani, “Perceived Ease of Use, Trust, Perceived Speed, and Risk to Customer Loyalty with Customer Experience as an Intervening Variable to Users’ Types of Bank Transfer Transaction through Shopee Online Marketplace Application,” Am. J. Multidiscip. Res. Dev., vol. 3, no. 7, pp. 54–65, 2021.
R. A. Aisyaha, M. Madyanb, and G. Prihantonoc, “The Effect of TAM in an Online Shopping Context,” Int. J. Innov. Creat. Change, vol. 11, no. 11, pp. 678–690, 2020.
F. T. Anugrah, “Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users,” Quant. Econ. Manag. Stud., vol. 1, no. 2, pp. 44–50, 2020, doi: 10.35877/454RI.qems1177.
M. Pilík, E. Juřičková, and M. A. Kwarteng, “Online Shopping Behaviour in the Czech Republic under the Digital Transformation of Economy,” Econ. Ann.-XXI, vol. 165, no. 5, pp. 119–123, 2017, doi: 10.21003/ea.V165-24.
D. Gefen, E. Karahanna, and D. W. Straub, “Trust and TAM in Online Shopping: An Integrated Model,” MIS Q., vol. 27, no. 1, pp. 51–90, 2003.
J. J. Davis, “Ethics and Green Marketing,” J. Bus. Ethics, vol. 11, no. 2, pp. 81–87, 1992.
H. Altinpulluk and M. Kesim, “A Systematic Review of the Tendencies in the Use of Learning Management Systems,” Turk. Online J. Distance Educ., vol. 22, no. 3, 2021, doi: 10.17718/tojde.961812.
A. I. M. Elfeky and M. Y. H. Elbyaly, “The Use of Data Analytics Technique in Learning Management System to Develop Fashion Design Skills and Technology Acceptance,” Interact. Learn. Environ., 2021, doi: 10.1080/10494820.2021.1943688.
M. Jeong and C. U. Lambert, “Adaptation of an Information Quality Framework to Measure Customers’ Behavioural Intentions to Use Lodging Website,” Int. J. Hosp. Manag., vol. 20, no. 2, pp. 129–146, 2001.
C. T. W. Tam, “An Integrated Online Customer Loyalty Model.” 2010.
T. Fenech and A. O’Cass, “Internet Users’ Adoption of Web Retailing: User and Product Dimensions,” J. Prod. Brand Manag., vol. 10, no. 6, pp. 361–381, 2001.
B. Lakshmi and H. L. Manohar, “Online vs. Offline Shopping – A Comparative Study,” J. Emerg. Technol. Innov. Res., vol. 8, no. 4, pp. 431–438, 2021.
P. Butler and J. Peppard, “Consumer Purchasing on the Internet: Processes and Prospects,” Eur. Manag. J., vol. 16, no. 5, pp. 600–610, 2018.
E. Ahaiwe, C. P. Nwachukwu, and C. P. Nto, “Effect of Perceived convenience and perceived trust on Facebook marketplace patronage in Nigeria,” UNIZIK J. Mark. UJofM, vol. 1, no. 1, pp. 50–65, 2024.
R. Coomber, “Using the Internet for Survey Research,” Sociol. Res. Online, vol. 2, pp. 14–23, 1997.
I. R. Berson, M. J. Berson, and J. M. Ferron, “Emerging Risks of Violence in the Digital Age: Lessons for Educators from an Online Study of Adolescent Girls in the United States,” J. Sch. Violence, vol. 1, no. 2, pp. 51–72, 2002.