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Predictors of Nigeria's Premier University Undergraduate Students' Online Shopping Adoption

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  • Adeola Omobola Opesade

    (University of Ibadan, Ibadan, Nigeria)

  • Omotola A. Fabowale

    (Africa Regional Centre for Information Science, University of Ibadan, Ibadan, Nigeria)

Abstract

Online shopping is one of the dividends of the Internet technology. Online shops give shoppers the privilege of getting some benefits that cannot be offered in a physical store. Despite this, many potential customers have not embraced the technology, due to varying factors. The present article adapts the Theory of Reasoned Action and Technology Acceptance Model to investigate factors affecting the adoption of online shopping by Nigerian undergraduate students, using the University of Ibadan as a case study. Employing the quantitative research approach with survey method, it was discovered that a perceived ease of use and perceived usefulness significantly influence students' attitude to online shopping. Attitude, trust and subjective norm were found to influence behavioural intention to adopt online shopping, which in turn affects students' adoption of online shopping.

Suggested Citation

  • Adeola Omobola Opesade & Omotola A. Fabowale, 2018. "Predictors of Nigeria's Premier University Undergraduate Students' Online Shopping Adoption," International Journal of Online Marketing (IJOM), IGI Global, vol. 8(3), pages 19-35, July.
    • Handle: RePEc:igg:jom000:v:8:y:2018:i:3:p:19-35
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