Pilot Study on Consumer Preference, Intentions and Trust on Purchasing-Pattern for Online Virtual Shops

Abstract

User behaviour about an item is a choice predicated on their perception of the item in order to satisfy the intent of such a purchase pattern/choice as made. With virtual stores to improve consumer coverage, monetization and ease of product delivery, users' trust is lowered with the non-delivery of advertised products as items purchased are often replaced with new/similar products. To resolve the issues of lowered consumer trust and preference for products purchased via online shops – each transaction reflects a user buying behaviour. This, if harnessed – will aid businesses to reshape their inventory to handle various challenges arising from feature evolution, feature drift, product replacement, and concept evolution. Our study seeks to resolve these issues via a Bayesian network with trust, preference and intent as features of the virtual store to investigate their effectiveness in the design and usefulness to promote e-commerce in Nigeria. Data consists of 8,693 records collected via Google Play Scraper Library for Jumia as retrieved from over 586 respondents. Expert evaluation ranked the design choice in the use of the parameters as high.

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