Determinants Of Continuance Intention To Use Online Shops In Nigeria

Online shopping creates opportunities for businesses to reach consumers globally and directly. Evidences have revealed that many consumers who search different online shops abandon their purchase intentions or may not continue to use the online shops due to one reason or the other; hence, the need to carry out a study to investigate the factors that influence continuance intention to use. This study therefore, investigated the determinants of continuance intention to use online shops among students of two federal universities in Nigeria. Survey design was adopted for the study. 593 copies of questionnaire were distributed to students who were selected by disproportionate stratified random sampling technique from the two universities, while 455 copies were retrieved and considered suitable for analysis, translating to 76.7% response rate. The study found that perceived usefulness, perceived ease of use, subjective norms, perceived enjoyment, perceived site quality, convenience, prior experience, shopping habit and trust determined continuance intention to use online shops by the students. However, perceived security and gender did not determine continuance intention to use online shops. The study concludes that the students had the intention to continue to patronise online shops. Findings from this study would assist e-retailers in knowing the factors that determine continuance use of online shops in order to meet the expectations of the youths who constitute the highest proportion of online shoppers in Nigeria.