Intention Toward Acceptance of Online Shopping Among Consumers in Kano, Nigeria: Application of UTAUT Model Approach in A Nigerian Context

Abstract

Interestingly, the internet has become one of the most significant and popular platforms for businesses to market their offerings throughout the world. Shopping through the internet has emerged in recent years as a new concept and is advancing in many countries around the world, including sub-Saharan Africa such as Nigeria. However, the acceptance of e-shopping faces many challenges and barriers, such as technological, cultural, organisational, personal and social issues, which must be addressed for improved acceptance by consumers. Using a qualitative approach with a modified version of the UTAUT2 model (by integrating ‘awareness of online shopping’ and ‘mobile skilfulness’), the focus of this paper is to explore the critical factors influencing consumer behavioural intention towards the acceptance of online shopping based on the UTAUT model approach. Purposive sampling technique was employed to select a sample of 17 participants. Focus group interview was conducted with Nigerian postgraduate students of Lovely professional university India. The findings suggest that performance expectancy, effort expectancy, social influence, awareness of online shopping and mobile skilfulness are the major factors that are likely to influence behavioural intention to accept online shopping in Nigeria. The result of this study will be beneficial for policy makers/government agencies, telecommunication companies as well as online stores.

Keywords: Behavioural intention, Consumer, Internet shopping, Online shopping in Nigeria, UTAUT

DOI: 10.7176/JAAS/64-01

Publication date:May 31^st 2020