Online Retail Firms Shopping Determinants and Consumer Purchasing Behaviour among University Students in Benin City, Nigeria

Abstract

The study examines the influence of online retail firms shopping determinants on consumer purchasing behaviour among University students in Benin City. It made use of five major determinants in examining the influence of online retail firms shopping on consumer purchasing behaviour: convenience of access to online commodities, trust of a vendor’s website, timely sourcing and delivery of commodities, sense of online privacy and product variety. The study made use of the survey research design. The data were analyzed descriptively and inferentially so as to find the most important determinants of online retail firms shopping on consumer purchasing behaviour. The model was developed and estimated using the Ordinary Least Square (OLS) on data collected from a survey that yielded 392 usable questionnaires given to respondents drawn from University of Benin students patronizing Jiji, Jumia, OLX, and Konga online retail firms in Nigeria. The findings demonstrated that all the online retail firms shopping attributes have significant and positive influence on consumer purchasing behaviour. The result shows that convenience of access to online commodities and trust of a vendor’s website determinants of online retail firms shopping demonstrate the highest influence on consumer purchasing behaviour and timely sourcing and delivery of commodities shows the least influence on consumer purchasing behaviour. The study recommends that online vendors should formulate policies favourable to online retail firms shopping in Nigeria especially if they enhance online shopping convenience and trust among online shoppers. We also recommend that government should provide enabling environment for online vendors to operate and wipe out fake online retail firms fraudsters that will diminish the trust of customers towards online shopping. Lastly, government should provide the necessary infrastructures such as security, good roads, electricity, transportation services, telecommunications that will enhance the performance of services rendered by online vendors.