FACTORS AFFECTING ONLINE BUYING BEHAVIOUR OF CONSUMERS IN ABUJA METROPOLIS

Abstract

The internet has undoubtedly become crucial to global growth as it vectors lots of opportunities. This study was motivated by the perception that Nigerian consumers prefer traditional over virtual shopping despite having internet access. This study sought to investigate the factors affecting the online buying behaviour of consumers in Abuja Metropolis. The study used purposive and convenience sampling technique to select 352 respondents. Primary data was collected with the aid of structured questionnaires. The data collected was analyzed using multiple regression analysis with the aid of the SPSS statistical tool. The study found that while on-time delivery has a positive and significant effect on the online buying behaviour of consumers in Abuja Metropolis, product quality was found to have a positive and insignificant effect on the online buying behaviour of consumers in Abuja Metropolis while the perceived risk was found to have a negative and significant effect on the online buying behaviour of consumers in Abuja Metropolis. The study concludes that on-time delivery, product quality, and perceived risk are the major factors affecting the online buying behaviour of consumers in Abuja Metropolis. The study, therefore, recommends that there is a need for companies utilizing online platforms for business operations to align the advantages of online shopping with traditional means of purchase, speed up the delivery processes, and as much as maintaining a high degree of confidentiality regarding their customer’s information during the process of online payment. Keywords: online buying behaviour, product quality, on-time delivery, perceived risk.