Factors Influencing Consumer Intention to Shop Online in Nigeria: A Conceptual Study

Abstract

Undoubtedly internet technology has become crucial to the global economic growth process as it comes with enormous opportunities. Presently, the focus is shifting to online shopping in the electronic commerce system globally. Online shopping is a growing phenomenon that has become a popular means of shopping particularly common in developed nations. Despite series of studies conducted across the globe investigating consumers’ intentions towards online shopping, no much research has been done pertaining the exploration of such factors. Therefore, the purpose of this study is to investigate the influential factors determining consumers’ intention to accept online shopping in Nigerian context. The paper develops a conceptual framework that will provide a better understanding of consumer purchase intention. Secondary data was used oversight in the study. We undertake a critical review of relevant literature in order to arrive at our conceptual model. The paper revealed that online shopping intention and its continuity depend on consumers’ attitude that is eventually impacted by the identified factors. The proposed conceptual framework presents good theoretical platform for empirical grounded study on internet shopping in the study area.