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Influence of Internet Advertising Features on Online Shopping Habits Among Undergraduate Students in South-East Nigerian Universities

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  • Ifesinachi Anyaegbunam Ayogu

    (Department of Mass Communication, University of Nigeria Nsukka, Nigeria)

  • Caroline Ayuma

    (Department of Mass Communication, University of Nigeria Nsukka, Nigeria)

Abstract

This study investigated the influence of internet advertising features on online shopping habits among undergraduate students in South-East Nigerian Universities. Internet advertisers are at risk of missing marketing opportunities by relying on insufficient knowledge about advertising features that work. Thus, a comprehensive knowledge of internet advertising features will be beneficial to internet advertisers and online retail stores, hence the need for this study. The major objective of this study was to investigate internet advertising features that influence online shopping habits. Uses and Gratification and Technological Determinism theories were used to explain the study. The survey research design was employed with the questionnaire as the instrument for data collection. The population of the study was registered university undergraduate students in South East Nigerian Universities for the 2017/2018 academic year. A sample size of 500 was selected. Findings from the study revealed that 97 percent of the respondents strongly agreed that internet advertising features of sales promotion “price discount, premiums, discount offers, bonus pack, shop now, apply now and limited offer†motivate them to shop online. Further findings from the study revealed that 58 percent of the respondents strongly agreed that internet advertising features of auto playing video ads with sound was a challenge associated with internet advertising. Other findings from the study revealed that 64.6 percent of the respondents accepted that they derived gratification from internet advertising features of information and entertainment. From the findings of the study, it is recommended that online retail stores and internet advertiser should provide information about prices of products or service being advertised on the internet. Sales promotion are effective internet advertising features and should be incorporated by internet advertisers in their ad campaign.

Suggested Citation

  • Ifesinachi Anyaegbunam Ayogu & Caroline Ayuma, 2022. "Influence of Internet Advertising Features on Online Shopping Habits Among Undergraduate Students in South-East Nigerian Universities," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(11), pages 46-64, November.
    • Handle: RePEc:bcp:journl:v:9:y:2022:i:11:p:46-64
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    References listed on IDEAS

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    1. Cuneyt Koyuncu & Donald Lien, 2003. "E-commerce and consumer's purchasing behaviour," Applied Economics, Taylor & Francis Journals, vol. 35(6), pages 721-726.
    2. Alvin J. Silk & Lisa R. Klein & Ernst R. Berndt, 2001. "The Emerging Position of the Internet as an Advertising Medium," Netnomics, Springer, vol. 3(2), pages 129-148, September.
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