Business-to-consumer e-commerce in Nigeria: Prospects and challenges

The growth of Internet usage in Nigeria continues to increase, recording over 90% growth rate between 2000 and 2008. While businesses in Nigeria are reported to have online access with opportunity for ecommercial activities, customers in the country however access business websites only to source for information but make purchases the traditional way. This paper aims at assessing the prospects and challenges of Business-to-consumer (B2C) e-commerce implementation in Nigeria from the consumers’ perspective. Survey research was adopted for this study. Research hypotheses were formulated and questionnaire designed and administered randomly to 900 respondents. Collected data was used to evaluate the acceptance of B2C e-commerce using the extended technology acceptance model (TAM). The extended TAM combines task-technology fit, relationship related construct: trust and risk, and the two TAM constructs to determine factors influencing consumer acceptance of B2C e-commerce in Nigeria. Findings revealed that there are significant relationships between the model variables. Tasktechnology fit and perceived usefulness have significant relationships with intentions to use, having a correlation coefficient of 0.2623 and 0.2002 respectively. Similarly, the interrelationship among trust, perceived risk, and behavioral intention are significant. The effect of risk on trust was statistically showing that risk is a predictor of trust. Risk has a high significant on trust and trust in turn has low significant effect on behavioral intention. Adding TTF and its relationships to the TAM also fit the data. The relationship between task-technology fit, perceived ease of use, perceived usefulness and intention are significant

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

EXPLORING CUSTOMERS\u27 POST-ADOPTION PERCEPTIONS: A STUDY ON TRUST, COMMITMENT AND RELATED CONSTRUCTS IN B2C ONLINE SERVICE CONTEXT

Trust has shown to be an important factor both in the adoption of e-commerce but also in ongoing relationships between buyers and sellers. Information systems literature has discussed trust extensively, yet traditionally mostly focusing on the adoption phase. However, signs of increasing interest to post-adoptive phenomena, such as customer loyalty, can be seen in the recent IS and e-commerce literature. Encouraging customers to continue the relationship after the adoption has been widely seen vital for e-businesses. This holds especially true with B2C online services where the relationships are largely based on series of transactions and interactions. The paper presents a research model in which structural assurance and online self-efficacy are viewed as the antecedents of trust, whereas trust and switching costs are investigated as the determinants of commitment. We empirically investigate a sample of active users of online services and use structural equation modeling to analyze the data. The key findings are: 1. perceived structural assurance plays an important role also after the adoption, 2. online self-efficacy was notified to be a determinant of trust, and 3. switching costs are a determinant of commitment

The Customer-Centered B2C Literature through the Lens of Activity Theory: A Review and Research Agenda

A multitude of published research studies investigate the B2C phenomenon from the customer point of view. At this point, making sense of such a large number of studies is a difficult task. The aim of this paper is to organize the literature to provide a clear depiction of what we know and what we don\u27t know about it in order to identify specific areas where future research efforts are needed. A review of the B2C literature of the past seven years yielded 115 papers investigating the phenomenon from the user/customer perspective, 74 of these were empirical. This literature is organized according to the Activity Theory framework, allowing for an enhanced understanding of the phenomenon through a social context perspective. Future research directions are identified and discussed

The influence of privacy awareness and privacy self-efficacy in e-commerce

During the past decade, the Internet has become an essential tool for, among other things, communication, entertainment, and business. Especially notable is how it has changed the way business is conducted. Online information technology has profoundly affected markets and transactions. In line with the increasing use of online shopping, users have continued to expand their knowledge of the Internet. They have become more confident in this knowledge, and their self-initiated efforts at online privacy also appear to have matured. Users have expressed their unease about privacy when making online purchases, and it has been found that more than three-quarters of users basically agree they will not use services, products, or retailers if they feel their privacy is in danger of being violated. The present study helps to better understand the perceived benefits and concerns surrounding online purchasing. It applies self-efficacy theory to identify online privacy-related self-efficacy, and evaluate its influence on online purchasing intent. The study results show that awareness of online privacy influences the intent to use online shopping services. It was also found that experience using online services decreases users’ tendencies to use such services in the future. This study will help to better understand the perceived benefits and concerns surrounding online purchasing

Exploring the factors affecting the use of C2C in Colombia

This study analyses the factors that users of consumer-to-consumer (C2C) commerce value as direct influences in the intention to use and the acceptance of a marketplace. An empirical model is formulated, which integrates three variables that evaluate trust and, in turn, other variables that influence C2C intention and purchases, taking a sample of 686 surveys gathered using the Internet in Colombia. The results show that trust is a fundamental factor in this type of electronic commerce in Colombia, given that C2C users seek intermediation pages with third-party recognition (TPR) and high web quality; similarly, key variables in the adoption of this type of commercial platform include finding low prices and social influence. The perception of trust in this type of electronic commerce is a broader concept that requires the analysis of psychosocial factors. For companies that manage marketplaces, this study allows them to focus on key actions and tools in their websites. This study allowsone to get to know the users of this transactional system, specifically for the Latin American region, highlighting the variables that they most consider when engaging in direct commerce between people. The results show that C2C requires marketplaces that guarantee the necessary conditions for a purchase/sale transaction with trust and quality

Factors influencing consumers’ intention towards online grocery shopping for Tesco Malaysia

Nowadays, Internet is one of the most popular platforms for people to do online shopping include grocery items. Many studies have been conducted to investigate the determinants of customer intentions for online grocery shopping. Till now, there is no consensus on what are the factors that actually influencing people to shop grocery items through Internet. This paper aims to explore the factors including social influences, facilitating conditions, hedonic motivations, financial risk and perceived trust which influence the consumer intention to purchase grocery online. From the literature review, this paper found that many studies have investigated numerous factors for purchase intention, especially, in the cases which fashion and trends are involved. However, few studies have focused on the factors that affect consumers’ intention to online grocery shopping particularly in Malaysia. A total of 400 questionnaires were distributed to the virtual community of Tesco Malaysia using private message. Multiple regression was used to test the relationships between motivational factors and purchase intention of grocery products. The results show that social influences, facilitating conditions, hedonic motivations and perceived trust are positively related to consumers’ intention to purchase grocery online. However, financial risk has no impact on the purchase intention. This can be explained that the risk of online shopping is reduced due to the popularity of online shopping nowadays and also online consumers have more confident about the security of e-commerce business transaction. Theoretical and managerial implications, as well as suggestions for future researches and limitations are discussed

Factors influencing consumers’ intention towards online grocery shopping for Tesco Malaysia

Nowadays, Internet is one of the most popular platforms for people to do online shopping include grocery items. Many studies have been conducted to investigate the determinants of customer intentions for online grocery shopping. Till now, there is no consensus on what are the factors that actually influencing people to shop grocery items through Internet. This paper aims to explore the factors including social influences, facilitating conditions, hedonic motivations, financial risk and perceived trust which influence the consumer intention to purchase grocery online. From the literature review, this paper found that many studies have investigated numerous factors for purchase intention, especially, in the cases which fashion and trends are involved. However, few studies have focused on the factors that affect consumers’ intention to online grocery shopping particularly in Malaysia. A total of 400 questionnaires were distributed to the virtual community of Tesco Malaysia using private message. Multiple regression was used to test the relationships between motivational factors and purchase intention of grocery products. The results show that social influences, facilitating conditions, hedonic motivations and perceived trust are positively related to consumers’ intention to purchase grocery online. However, financial risk has no impact on the purchase intention. This can be explained that the risk of online shopping is reduced due to the popularity of online shopping nowadays and also online consumers have more confident about the security of e-commerce business transaction. Theoretical and managerial implications, as well as suggestions for future researches and limitations are discussed

Moderating effect of religiosity on the relationship between technology readiness, trust and diffusion of e-commerce (B2C) in Sultanate of Oman

Electronic commerce has tremendously revolutionized the global economic system. Notwithstanding it has been playing a catalytic role in strengthening economies of the developing states, many countries are lagging behind in practicing electronic commerce due to numerous factors including technology readiness and trust. This study aimed to investigate the nature of relationship that exists between technology readiness, trust and diffusion of electronic while focusing on the public sector higher education institutions of the Sultanate of Oman. Furthermore, the study indented to examine the moderating effect of religiosity on the relationship between technology readiness, trust and diffusion of e-commerce. A structured questionnaire representing dimensions related to technology readiness, trust, religiosity and diffusion of electronic commerce was duly designed. Data was collected using survey method, through the distribution of the structured questionnaires to the public sector higher education institutions of Oman. The Partial Lease Square - Structural Equation Modeling (PLS-SEM) was employed to test the hypotheses. The results indicated that technology readiness, trust and religiosity have positive effects on the diffusion of e-commerce. Additionally, the findings revealed that religiosity significantly and positively moderates the relationship between technology readiness, trust and the diffusion of electronic commerce. The results imply that all the stakeholders must call their attention to the core areas of e-commerce like technology readiness, trust and religiosity to ensure a brighter future in today’s fast moving and competitive environment. While contributing to the body of knowledge and highlighting the importance of technology readiness and trust in the diffusion process of electronic commerce, the study appropriately provides practical, managerial, educational and theological implications to the prospective consumers, governmental officials, policy- makers and the e-commerce global community. In terms of limitations, this study is confined to the impacts of technology readiness, trust and religiosity on the diffusion of (business to consumer) electronic commerce, and has targeted academicians from the public higher education institutions, as respondents. On the basis of this study, future research can be conducted in the perspective of developing countries other than the Sultanate of Oman. It would also be valuable to employ the framework in conducting comparative studies on the developing and the developed nation