A Study on factors influencing Nigerian online consumer purchase behavior

Abstract

The purpose of this research is to explore the factors that influence Nigerian online consumer purchase behavior. After a detailed relevant literature and theoretical framework on factors influencing Nigerian online consumer purchase behavior, researcher framed a well-structured questionnaire for collecting required information from a sample of 300 Nigerian customers out of which 217 valid responses received. The collected data were summarized, coded, and controlled by using SPSS 21.0 along with Microsoft Excel software packages and analyzed by using statistical tools like observance of percentile and correlation. Out of 217 respondents, 52.1 percent of Nigerian consumers stated product quality as the most frequent factor that affects their online purchase behavior as against just 23.5 percent opted trust. Brand image came down as a second priority with 44.7 percent as a factor that affects online consumer purchase behavior. Astonishingly, price came down with just 38.7 percent as a third priority, 37.3 percent convenience as their fourth priority to online consumer purchase. Out of 217 respondents, 43.3 percent of Nigerian customers are highly satisfied with the services that are provided by online marketers. The research confined only two capital towns’ viz., Jimeta and Yola of the Adamawa state in Nigeria, and the researcher enquired only general online purchase behavior of Nigeria without any product specificity. The outcomes of the study are useful to online marketers in the country to review the present and design their marketing plans to influence the online purchase behavior of Nigerian consumers. This is an extensive pioneering work on the extent to which certain factors influence Nigerian online consumer purchase behavior which is beneficial to both online marketers and to the academia for their unique purposes.