Determinants of Tertiary Students' Eshopping Acceptance in Lagos State, Nigeria

Nwagwu, K.O (2016-10)

A Thesis Submitted to University of Lagos School of Postgraduate Studies Phd Thesis


The global resurgence of online shopping and availability of information and communication technology infrastructure are attracting online retail businesses to Nigeria. E-shopping is novel in this clime hence, the necessity for operators to understand the precursors to its acceptance given the cultural differences among global consumers.As part of understanding the Nigerian online shopper, this study investigates tertiary students’ acceptance of eshopping using a modified technology acceptance model. To achieve the objectives of this study, a descriptive research design based on cross-sectional survey was employed while a structured questionnaire served as instrument for data collection. Multi-stage sampling technique was used to select one thousand one hundred students of three tertiary institutions in Lagos State. These students whose responses yielded data for analyses were drawn from both full-time and part-time programmes of these institutions. While percentages and frequency tables were used to analyze and present the study’s descriptive statistics, parametric statistical tests such as t-tests, analysis of variance (ANOVA), multiple and logistic regression analyses were used as inferential statistics in testing the study’s hypotheses through the instrumentality of Hayes process tool and SPSS version 19. Key findings of this study show that: perceived usefulness, perceived ease-of-use, innovativeness, and perceived risk have a significant combined effect on e-shopping acceptance (R2=19.21%, F=65.09); among Socio-demographic variables only age has significant effect on e-shopping (Welch F= 2.577, p< 0.05); also, the mediatory roles of perceived risk in technology acceptance model (TAM) were detected. Deployment of encryption technology to mitigate risk concerns and recognition of local consumer information in formulation of marketing programmes among others, are recommended.