Online retailing evaluation and behavioural intentions among Nigerian consumers and its decision: Using Analytic Hierarchy Process (AHP) Model.
No Thumbnail Available
Adekoya, A. G.
Oyatoye, E. O.
Nigerian Journal of Management Studies
Recently, online retailing has emerged as an attractive selling point in Nigeria and to evaluate online retailing service providers has continuously become a subject of interest among scholars and practitioners. This study investigates the application of Analytic Hierarchy Process (AHP) to identify factors used by consumers in the evaluation of the Nigerian online retailing industry leading to repurchase or switching behaviour. A sample of 380 millennial online retailing consumers among MBA part-time students were drawn from tertiary institutions using a multi-stage sampling technique. The data obtained was analysed using descriptive statistics and the Super Decision Lens 3.2.0 software. Findings shows that the criteria factors consumers used in evaluating online retailers are information quality, service quality, vendor dimension, system quality, consumer dimension. The study concluded that online retailing service providers should re-evaluate their policies in line with the identified critical evaluation factors and should develop marketing strategies by considering these factors.
Behavioural Intentions , Consumers , Online Retailing , Repurchase , Switching , Research Subject Categories::TECHNOLOGY
Adekoya, A. G. & Oyatoye, E. O. (2020). Online retailing evaluation and behavioural intentions among Nigerian consumers and its decision: Using Analytic Hierarchy Process (AHP) Model. Nigerian Journal of Management Studies (Special Edition), 20(1), 31-41