SOCIAL INFLUENCE AND HEDONIC MOTIVATION AS DETERMINANTS OF ONLINE SHOPPING ADOPTION AMONG TERTIARY INSTITUTION STUDENTS IN SOUTH-SOUTH, NIGERIA

Authors

  • Iselekebina Sunny Bayai Department of Marketing, Nnamdi Azikiwe University, Awka
  • Ireneus Chukwudi Nwaizugbo Department of Marketing, Nnamdi Azikiwe University, Awka
  • Obiajulu A. Ugochukwu Nnedum Department of Psychology, Nnamdi Azikiwe University, Awka

Keywords:

social influence, hedonic motivation, online shopping intention

Abstract

This evaluated the influence of social influence and hedonic values on online shopping behaviour/adoption among tertiary education students in south-south Nigeria. Studies have been conducted on the technology acceptance model but none on the specific components of social influence and hedonic values. A cross sectional research design was adopted for this study and it was appropriate because it will help to describe current practices regarding the subject matter. Partial Least Squares and Structural equation modelling (PLS-SEM) was used to test the hypotheses and Warp-PLS 6.0 software was used. The results show that these components impact seriously on online shopping adoption. The ongoing campaign aimed at encouraging Nigerians to adopt e-transaction and carry less cash is a step in the right direction.

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Published

25-01-2023

Issue

Vol. 3 No. 1 (2022): NNADIEBUBE JOURNAL OF SOCIAL SCIENCES

Section

Articles