The Internet is a global communication medium that is increasingly being used as an innovative tool for marketing goods and services. More importantly the Internet has added a new dimension to the traditional method of retail shopping(Fragale& Heath, 2014). subsequently, consumers are rapidly adopting Internet shopping and shopping malls are becoming popular than ever before(Kiousis, 2011).This study is therefore based on the premise that if online marketers and retailers know and understand the factor affecting consumers’ buying behaviour, then they can further develop marketing strategies to attract and retain consumers.
1.2 Background of the Study
Online shopping started in the year 1979 by Michael Aldrich was the first entrepreneur to invent online shopping. This entrepreneur connectedhis system to a modified domestic TV fortransaction processing computer via a domestic telephone line. He believed this process will help in the online shopping process.This online shopping communication mediumenabled ‘closed’ corporate information systems to be opened to ‘outside.Correspondents are not just for transaction processing but also for e-messaging and information retrieval and dissemination, later known as e-business.In March 1980, he went on to launch online shopping Redifon’s Office Revolution, which allowed consumers, customers, agents, distributors, suppliers and service companies to be connected on-line to the corporate systems and allow business transactions to be completed electronically in real-time as compared to what it used to be before.
Aldrich in 1980s also designed, installed online shoppingmaintenance system and online support system for many online shopping systems, using videotex technology(FinancialTimes London,2011) These systems provided voice response and handprint processing pre-date the Internet and the World Wide Web.Few years’ later, safe and secure online shopping seemed like a farfetched reality in the Nigerian Internet space. Today, online shopping is now becoming a part of the buying culture in Nigeria. It is evident that people now notice online buying trend from both middle and low income earners for items ranging from books, shoes, wears, kiddies, electronic gadgets, laptops to mobile devices. Today Online shopping centres such as jumiawhich beganwith five staff members about a year ago, and now it has 500 people on its payroll swiftly becoming the number one online retail shopping business in Nigeria(Ogbinnaya,2014).This online shopping centres and other similar sites control 70 percent of the online retail market in the world today. It is on this ground that this study therefore sought to find outconsumers’ perception of online shopping credibility in Nigeria.
1.3 Statement of the Problem
In modernday society, online shopping otherwise called E- marketing have become the order of the day(Kiousis, 2011). Most people are now shopping online and this kind of buying and selling makes purchase more easy as it affords the users the opportunity to engage in buying and selling. In onlineshopping, goods are ordered then delivered to the buyer at his or her convenient place. But often times, the problem of online shopping credibility makes it so difficult for most people to engage in online shopping since the next buyer or seller may not know who he or she is transacting with. Other problems such as the high possibility of buying fake goods and none refund of money or exchange of fake goods for the better one have left most online buyers with different perceptions about online shopping and its credibility. Most researchers have researched on online shopping and perception by users since its inception.This study however, is not an attempt to replicate previous studies but to ascertain how consumers view online malls and e-retailing as credible. Therefore, this study is aimed at investigating consumer’s perception of online shopping credibility in Nigeria.
1.4 Objective of the Study
The overall purpose of the study is to ascertain respondents’perception of online shopping credibility. This broad objective of the study is subsequently distributed along the following specific objectives.
- To find out respondents online shopping awareness of online shopping in Nigeria.
- To investigate respondents’ perception of online shopping credibility.
- To ascertain the factors responsible for respondents’ perception of online shopping credibility.
- To investigate the perceived risk respondents’ associates with online shopping.
1.5 Research Questions
The following research question was posed as a guide to the study as follows.
- Are you as a respondents aware of online shopping?
- What are the respondent perception of online shopping credibility?
- What are the factors responsible for respondent’s perception of online shopping?
- What are some of the perceived risk associated to online shopping?
1.6 Significance of the Study
The study is significant primarily because it will enable users of online shopping to know how credible online shopping could be. The study is also significant in the following ways.
- It will enable online shopping mall owners fully understand why consumers have various perception toward online shopping.
- It will also highlight the various factors which are responsible for consumers perception toward online shopping.
- The study will also highlight some of the perceived risk which is mostly associated to online shopping.
The study will greatly be of benefit to follower researchers as the study will serve as a source of references for related study.
1.7 Scope of the Study
The scope of the study will only cover the credibility of online shopping while in terms of geographical area, it will cover only Awka south and north local government areas of Anambra state.
1.8 Definition of Terms
The following terms used were defined based on their usage in the study as follows:
Online shopping:Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser.
Credibility:Credibility refers to the objective and subjective components of the believability of online shopping in Nigeria.
Perception: The thinking orthe opinion of online shopping users on online shopping.
Consumers: consumers in this context include youths residing in Anambra North and south.
Buying Behaviour:Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the social and economic impacts that purchasing and consumption behaviour has on both the consumer and wider society(Kuester& Sabine 2012).