Customers' loyalty to tablet commerce in Nigeria

Abstract

Consumers' use of a variety of devices, for example desktops, laptops, tablets, and/or smartphones to conduct intelligent site searches, is advancing mobile commerce. Consumers' choice of devices to use depends largely on their perceptions of value. Given the importance of human, cultural and personal values, this study purposefully selected Nigerian tablet consumers to better understand the factors that impact on the adoption of mobile and tablet commerce in a developing economy. A paper survey was administered to the academic community in Nigeria with (n = 312) responses. To measure the hypothesized latent constructs through the indicators that represent each of the underlying constructs, the authors embarked on three steps: a confirmatory factor analysis, partial least squares-structural equation modelling and probing the tablet commerce structural relationship by running a bootstrapping. This study filled a vacuum in the existing studies in developing countries by taking into cognizance the prominent status of mobile devices, especially tablets. Further, this study integrates the theory of trust, privacy, reputation, ease of use, and loyalty with gender moderation. The study also gives future direction to tablet commerce practitioners.