Factors Determining E-Shopping Compliance by Nigerians

Abstract

This chapter investigated factors that affect e-shopping acceptance among Nigerians. The extended unified theory of acceptance and use of technology (UTAUT2) model was adopted with some adjustments. Since the study focused on investigating technology adoption in cognitive perceptions and service quality contexts, a review of relevant literature suggested incorporating three key constructs from the service quality (SERVQUAL) model, namely reliability, empathy, and responsiveness into the conceptual model of this chapter. A pre-tested and validated 40-item questionnaire was administered to 380 university undergraduate students in Nigeria. The reliability coefficient of the items ranged between .755 and .876. The chapter concludes cognitive perceptions of the use of technology to purchase products or services online and service quality perceptions critically influence e-shopping acceptance among Nigerians.