E-Business Adoption and Consumer Attitude in Nigeria

Abstract

This paper seeks to investigate if there is relationship between consumer attitude and adoption of e-business. The cross-sectional design was adopted in this study. The researchers judgmentally, chose three commercial banks and three shopping centers in Port Harcourt, as study area.  The justification for this choice is that e-banking and online shopping are the most common forms of e-business that is gaining prominence in Nigeria. Five staff each, from the chosen organizations were randomly selected giving a sample size of 30. Structured questionnaire was employed to gather data from respondents.  Likert scale designed in the form of: Very high rate (4), High rate (3), Moderate rate (2) and Low rate (1) were used to measure the dependent variable (e-business adoption) and independent variable (consumer attitude). It is hypothesized that consumer attitude has no relationship with adoption of e-business. Qualitative and quantitative data analysis was carried out; the data were organized, presented and analyzed using simple percentages. Pearson Product Moment Correlation statistical tool was employed to test the hypothesis. Result shows that there is relationship between the measured variables; e-business adoption and consumer attitude. Following the result of our findings, we conclude that there is relationship between e-business adoption and consumer attitude. Apart from psychological, social, technological and situational factors, literature review indicates that other externalities such as; early or late adoptors, early or late majority, experiencers, filfilleds and laggards influences consumer attitude and were found to play significant role in e-business adoption. Thus, the result of this study signifies the scenario of e-business adoption in Nigeria today.

Keywords: E-business, Adoption, Consumers, Attitude, Mental budgeting, Psychographic, Technophobia,