From offline shopping to online shopping in Nigeria: evidence from African emerging economy

Ambrose Ogbonna Oloveze,Chinweike Ogbonna,Paschal Anayochukwu Ugwu,Emmanuel Ahaiwe

doi:10.1108/irjms-08-2021-0110

Ambrose Ogbonna Oloveze, Chinweike Ogbonna + Show 2 more

Open Access

https://doi.org/10.1108/irjms-08-2021-0110

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Abstract

PurposeThe study builds on studies in online shopping. Existing studies in online shopping proved that it is an attraction to shoppers. In Nigeria's emerging economy the increasing Internet penetration does not equate with intention to use online shopping because it is not really used by users for online shopping. Consumers are considering it unattractive because of serious concerns that border on product quality of online shops and poor know-how on e-tech. The study sought to explore factors that could mitigate challenges to successful online shopping in Nigeria's emerging economy.Design/methodology/approachOnline survey method was used to sample 246 respondents. Measurement items were adapted from related literature. Confirmatory factor analysis and content validity were used to check the reliability and validity. A set of fit indices were used to check the goodness of fit. Data was analysed using structural equation model.FindingsResults indicate direct effects of consumer attitude, perceived usefulness and social influence on intention to use online shopping with consumer attitude shown to have a greater degree of importance towards intention to use online shopping. Thus, consumers' attitude of browsing online and going offline for purchases is dependent on attitude of like or dislike. Perceived ease of use, social influence and perceived usefulness had an indirect positive effect on consumer attitude to intention to use online shopping. Social influence is indicated to have a direct positive effect on perceived ease of use. Also perceived ease of use had a positive and direct effect on perceived usefulness.Research limitations/implicationsThe sample size is not large enough and the use of snowball sampling limits representativeness.Practical implicationsThe study indicated vital factors African emerging economies like Nigeria can use to improve consumer confidence towards intention to use online shopping and drive cashless policies. Several studies have missed the indirect effect of referents (social influence) on adoption of technology. The study proved that it can produce indirect effect as well as direct effect on intention to use online shopping.Originality/valueSeveral studies have missed the indirect effect of referents (social influence) on adoption of technology. The study proved that it can produce indirect effect as well as direct effect on online shopping.

Highlights

Technology in business is rapidly transforming the volume of online businesses (Bhatt, 2014)
Extant literature indicates that Internet technology can drive online shopping (Ha, 2020) on faster purchases and price comparisons from multiple choices (Cuneyt and Gautam, 2004)
The questionnaire was administered from November to March 2020 at Southeast Nigeria because shopping activities and festivities are at its peak within this period in the location. 298 forms were collected at the deadline. 246 forms were used after screening out 52 irrelevant forms

Summary

Introduction

Technology in business is rapidly transforming the volume of online businesses (Bhatt, 2014). The Internet is contributing immensely in this transformative process by serving as a platform for transactions between parties and providing endless market capability structure (Delafrooz et al, 2010). A number of business transformations are seen in electronic trades and transactions (Liang and Lai, 2001) given that prior to the emergence of Internet transactions shopping was predominantly offline. Extant literature indicates that Internet technology can drive online shopping (Ha, 2020) on faster purchases and price comparisons from multiple choices (Cuneyt and Gautam, 2004). In Nigeria there is increasing presence of businesses in online marketplace. Konga and Jumia are examples of online stores with several offers to customers (Philips Consulting Ltd, 2016). The offers are in different product ranges, width and length (Ashish, 2014)

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Conclusion