Assessing the Online Shopping Behaviour of Nigerian Youths

Abstract

Background: Online shopping is the juice of buying and selling of products and services mostly adopted by the youths do their ability and zeal to always go online surfing and browsing as they look for solutions to their everyday needs. Purpose: The objectives of this study were: to ascertain the extent to which youths carry out online shopping; to assess the level of satisfaction of youths towards shopping online; to determine the extent to which online shopping is preferred to traditional shopping; to find out the effect the fear of losing money while shopping online has on the shopping behaviour of youths; and to determine the effects fear of non-delivery of order has on online shopping. Method: The population of the study is made up of students from three higher institutions in Enugu state. Convenience sampling technique was used in interviewing and administering the questionnaire to 90 respondentsafterwhichchi-square,and linear regression were used to test the hypotheses. Result: The findings indicate that Nigerian youths shop online frequently whenever they access various sampling brands, price and delivery options same time. Also, online shopping is preferred to traditional shopping by the sampled youths because it is convenient, offer discounts, have objective reviews from other shoppers. Conclusion: The online presence of most companies has created an opportunity for marketing firms to reach out to the youths by way of interacting with them and getting feedback on the companies products and services. Making it easy for the companies to know the best ways to improve their products or services. This study equally recommends that firms should focus more on establishing an online presence to attend to the shopping needs of youths in Nigeria.