Effects of E-commerce on Consumer Buying Behaviour in Nigeria.

This study investigates the impact of three e-commerce dimensions: perceived ease of use, trust and security, and digital literacy on consumer buying behaviour in Nigeria. The author collected data online from a total of 153 respondents with the aid of Google Forms. Confirmatory factor analysis (CFA) was utilized to determine the goodness of fit of the study’s data and model. Multiple regression analysis was adopted in testing the hypotheses of the study. Findings indicated that perceived ease of use, trust and security, and digital literacy positively impact consumer buying behaviour in e-commerce engagement. Recommendations include stronger regulations, vendor audits, and secure payment systems. Platforms should ensure transparency, and SMEs need incentives. Academic research should target local issues, while consumers should prioritize verified platforms and review products carefully to prevent fraud. The study emphasizes the importance of enhancing user experience, building trust, and leveraging social influence for e-commerce adoption.

1 01 Dec, 2024

pg: 15

JBMIC PORTAL SYSTEM

Contri. 1+