Predicting Consumer Behavior Change Towards Using Online Shopping in Nigeria

Chiamaka Miriam Ezimmuo · Pantea Keikhosrokiani

8 citations0/0 files storedAdvances in marketing, customer relationship management, and e-services book series

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

This study aims to ascertain the factors responsible for the behavior change of consumers in Nigeria towards the use of online shopping as impacted by the COVID-19 pandemic. For this reason, two quantitative studies were conducted to find user behavior towards using online shopping before and during the COVID-19 pandemic. Questionnaire was used as the research instrument and an online survey was conducted in which 82 respondents in Nigeria participated for both studies. Both studies develop hypotheses through the integration of technology acceptance models, unified theory of acceptance and use of technology, and theory of planned behavior. The results of the study before and during COVID-19 pandemic are compared accordingly. Based on the findings of this study, recommendations were proffered in relation to the results of the various hypothesized factors. Lastly, the study gave suggestions for subsequent research.

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1991The theory of planned behavior 2003User Acceptance of Information Technology: Toward A Unified View1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1988On the Evaluation of Structural Equation Models 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1985From Intentions to Actions: A Theory of Planned Behavior 2015A primer on partial least squares structural equation modeling (PLS-SEM)2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1

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