Online Shopping Tendency and Customer Trust in Nigerian Service Sector

Idongesit Eshiett ()
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Idongesit Eshiett: Department of Marketing, Akwa Ibom State University, Oruk Anam, Nigeria

Marketing and Branding Research, 2021, vol. 8, issue 1, 65-75

Abstract: Conventional shopping affords the customer the convenience of not losing their monies to hackers and scammers and carrying out a transaction in a familiar shop environment, irrespective of the shop location. The unprecedented development in telecommunication/Information Communications Technology (ICT) has made direct purchase and sale of goods and services possible worldwide using the Internet, an online shopping website in Nigeria. For example, many customers and prospects engage in multi-billion Naira transactions daily in Jumia.com.ng and konga.com. The essence of trust in this platform becomes inevitable, based on the virtual nature of all transactions. This study aims to examine the effect of customer trust and purchase decisions on online shopping in Nigeria. The study clarifies that internet hoppingcould flourish easily where there is less risk factor, proof of effective service quality delivery, and unbridled evidence of trust in the service providers' ability to deliver. The descriptive methodology was adopted for the study, and 277 questionnaires were administered to respondents, mainly online customers of jumia.com.ng. Correlation analysis was used to analyze the underlying variables of the study. The results revealed that there is a positive interrelationship between online shopping and trust in Nigerian. The study concludes that online service providers need to entrench trust amongst customers and exclude all risk factors that could be inimical to the growth and development of online hopping in Nigeria

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:8:y:2021:p:65-75

DOI: 10.33844/mbr.2021.60330

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