EXAMINING ONLINE CONSUMER SHOPPING BEHAVIOUR: EVIDENCE FROM ONLINE RETAIL BUSINESSES

Abstract

This study examines online consumer shopping behaviour, evidence from online retail businesses with the specific objectives to examine the impact of perceived trust, perceived risks, and convenience on online consumer shopping behavior in Nigeria. The population for this study is considered infinite because the exact number of consumers engaging in online shopping at any given time cannot be precisely determined. For this reason, the sample size of 385 was calculated using Cochran’s formula for infinite populations. Primary data were collected through a structured online questionnaire distributed through Google Forms, with responses measured on a 5-point Likert scale. A simple random sampling technique was used to ensure equal participation opportunities for all respondents. The data were analyzed using inferential statistics, with multiple linear regression utilized to test the hypotheses. The findings show that perceived trust has a positive significant impact on online shopping behavior, with a coefficient of 0.722 and a standardized Beta of 0.767 (p < 0.01). Perceived risks have significant influence, with an unstandardized coefficient of 0.615 and a Beta of 0.651 (p < 0.01). Similarly, convenience significantly influences online shopping behavior, with an unstandardized coefficient of 0.5819 and a Beta of 0.655 (p < 0.01). The study concluded that all three factors (perceived trust, perceived risks, and convenience) are crucial drivers of online shopping behavior in Nigeria. The findings recommended that online retailers should focus on building consumer trust, addressing risk concerns, and enhancing convenience to improve customer engagement and satisfaction.