Abstract
Investigates the nuances of gender dynamics in online shopping behavior within the Nigerian context. This study delves into the factors influencing online shopping preferences, attitudes, and habits among Nigerian consumers, with a particular focus on gender-based differences and patterns. Through a mixed-methods approach combining quantitative surveys and qualitative interviews, this research aims to uncover the underlying motivations, barriers, and experiences shaping male and female consumers' engagement with online shopping platforms in Nigeria. By unveiling gender-specific patterns and insights, this study contributes to a deeper understanding of online consumer behavior and informs strategic marketing and e-commerce initiatives tailored to the diverse needs and preferences of Nigerian consumers.
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