Effects of Advertising, Online Risk, Perceived Usefulness, and Reliability on Online Shopping Behavior

Abstract

In recent times, online shopping has emerged as a complex activity globally. However, trust has always been a critical issue in online shopping. Although online shopping has become progressively common, research into the factors affecting consumer behavior has attracted less attention, particularly in Nigeria. Therefore, this research examines the effects of advertising, online risk, perceived usefulness, and reliability on online shopping behavior among subscribers of online stores in the Nigerian context. This research adopted a quantitative approach in which a structured 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. DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.206-228