Benue State University, Makurdi

MOBILE E-COMMERCE AND THE CHANGING CONSUMER BEHAVIOR IN NIGERIA

Dr. Dennis Ayaga and Emmanuel Nyagba

Abstract

This study examined the effect of mobile e-commerce on changing consumer behavior in Nigeria. The specific objectives of the study were to examine the effect of mobile electronic payment system, mobile electronic customer support service, order and delivery, mobile electronic advertising and mobile electronic marketing on consumer behavior in Nigeria. The survey design was adopted for the study. The study purposively sampled 500 respondents (i.e 50 customers each from the top ten Mobile e-commerce platforms for online B2C shopping in Nigeria viz: Jumia Nigeria, Konga, Payporte, VConnect Nigeria, Kara, Printivo Store, Jiji Nigeria, Obiwezy, Ajebomarket and Kusnap). The study collected primary data through structured questionnaire on a five point Likert scale with 5=Strongly Agree (SA), 4= Agree (A), 3=Neutral (N), 2=Disagree (DA), and 1=Strongly Disagree (SD). In all 448 questionnaires were correctly attended to. Multiple regression analysis was used to test the hypothesis with the aid of SPSS 23. Result of analysis revealed that mobile e-payment system (t= 3.224; p-value = 0.002), mobile e-customer support service (t= 4.111; pvalue = 0.00), order and delivery (t= 7.256; p-value = 0.002) and mobile electronic marketing (t= 3.178; p-value = 0.002) have significant and positive effect on the changing consumer behavior in Nigeria. Findings also revealed that mobile e-advertising has positive effect but was found to be negligibly not significant. The study therefore concludes that mobile e-commerce plays a vital role in changing consumer behavior in Nigeria. The study recommends that there is need for online shopping platforms to address the issue of uncertainty about the internet so as to improve the level of trust and retention; Customers who buy online should also ensure that all online transactions are done with trusted organisations whose identities are not anonymous; And lastly, there should be customers’ privacy in order to safeguard the banking credentials and information of customers.

DOWNLOAD COMPLETE ARTICLE HERE (CLICK)