Online Shopping Experience and Customer Satisfaction in Nigeria

Abstract

This study reported in this paper discussed the online shopping experience in Nigeria and its effects on customers’ satisfaction. Nigeria population is so large with a total of states with Abuja as the Federal capital. Because of the difficulties in ascertaining the population of online shopping in Nigeria, the population from previous study was used. This descriptive study adopted multiple regression analysis in establishing the relation between customers’ online shopping experience and theirs level of satisfaction.  The study observed that though online shopping experience in Nigeria is very recent not having ten years’ experience, it is increasingly growing. The adoption of online e-tail from the both sides of the buyers and sellers are rapidly increasing. Customers’ intention to continue shopping online is of a very high side. Though, it still has its numerous challenges. The study recommends that Nigeria Government, e-tailers and the online community involve in online shopping, could engage more creative awareness on online shopping. Attention could be paid to mitigating the identified challenges of online shopping experience in Nigeria.