PERCEIVED RISK AND ONLINE SHOPPING INTENTION AMONG TERTIARY EDUCATION STUDENTS IN DELTA STATE, 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:

financial risk, perceived risk, product risk, delivery risk, online shopping intention

Abstract

The researcher examined perceived risk and online shopping adoption among students in south-south Nigeria. Although considerable research has addressed technology acceptance and perceived risk in online shopping, little research has examined the specific types of risk associated with online shopping, the influence of each type of perceived risk on online shopping intentions. 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. The study was based on a captive sample of 420 respondents. 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 the various risks impact online shopping. The researcher hereby recommends that to reduce the perceived risks, the marketer need to assure and reassure the shoppers. E-retailers should be sincere and honest enough to provide on time delivery while delivering the exact products shoppers ordered and paid for. 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

27-01-2023

Issue

Vol. 3 No. 2 (2022): NNADIEBUBE JOURNAL OF SOCIAL SCIENCES

Section

Articles