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This study focuses on the antecedents of in-store and online purchasing behavior in Nigeria . Specifically the Lagos metropolis the study seeks to analyze the relationship between online customer experience and brand social applause; to determine the impact of perceived financial risk on shoppers attitude towards in-store and online shopping and to identify factors that influence consumer purchase behavior in brick and motarstores and online marketplace; and to determine the impact of shopping experience on brand loyalty and advocacy. To achieve these objectives, random sampling technique was employed. 200 adults from Lagos who have made use of online stores formed the sample size for this study. Data was generated from the respondents using structured questionnaire developed in Likert form. . Data generated were analysed using descriptive statistics and Pearson Product Moment Correlation Coefficient (PPMC) with the aid of SPSS2.0. Two tailed t-statistics was employed to test the hypotheses. The study found a significant relationship between online customer experiences and brand social applause. Also, customer shopping experiences directly translate into brand loyalty and advocacy. Perceived financial risk has a significant impact on shoppers’ attitude toward online shopping and the type of product customers intend to purchase influences the pattern and place of purchase. The study therefore concluded that financial risk and fear of credit card information loss deter most residents of Lagos from patronizing online stores. The study recommended amongst other things that online stores should ensure timely delivery of their products/services to their clients to obtain their loyalty; equally government should set-up monitoring mechanism to checkmate fraudulent activities in online stores.

Examining the Antecedents of In-Store and Online Purchasing Behavior: A Case of Nigeria