Open AccessEmpirical investigation of factors affecting online shopping behavior
Author(s) -
Qaribu Yahaya Nasidi,
Muhamad Fazil Ahmad,
Murtala Garba,
Isyaku Hassan,
Musa BaraU Gamji
Publication year - 2021
Publication title -
laplage em revista
Language(s) - English
Resource type - Journals
ISSN - 2446-6220
DOI - 10.24115/s2446-6220202173d1728p.363-377
Subject(s) - advertising , reliability (semiconductor) , nigerians , computer assisted web interviewing , business , risk perception , online participation , psychology , marketing , the internet , computer science , world wide web , perception , power (physics) , physics , quantum mechanics , neuroscience , political science , law
This study aims to examine advertising, online risk, perceived usefulness, and reliability as factors affecting online shopping behavior among subscribers of online stores in Nigeria. This research adopted a quantitative approach in which a self-administered questionnaire was used to collect data. The respondents consist of 375 subscribers of online stores who had prior online shopping experiences from an online store based in Nigeria. The study used Smart-PLS for data analysis. The findings revealed that advertising and perceived usefulness have a significant positive effect on online shopping behavior. On the other hand, online risk has a negative effect on online shopping behavior. Additionally, there is a positive relationship between reliability and online shopping behavior. This research could be a valuable guideline for online firms to make informed decisions on how to increase online sales. Additionally, this research could advance online shoppers’ knowledge, particularly Nigerians, regarding online shopping.