MODERATING EFFECT OF RISK BEARING PROPENSITY ON THE RELATIONSHIP BETWEEN ONLINE SHOPPING FACTORS AND CONSUMER PURCHASE DECISION OF E-STORES IN NIGERIA
Doctoral Candidate, University of Port Harcourt
Department of Marketing, Faculty of Management Sciences, University of Port Harcourt.
Marketing Department University of Port Harcourt, Nigeria
Internet technology is one invention that has revolutionized shopping methods via online shopping and gaining global recognition though not fully adopted in Nigeria. Several online shopping factors influencing consumer purchase decision in Nigeria are of great concern to online vendors. It is suspected that inherent risk in online transactions influences the relationship existing between the online shopping factors and consumer purchase decision. This study investigates the influence which Consumers’ personal characteristics (risk bearing propensity) has on the relationship existing between the online shopping factors (convenience, website design, trust, service quality, privacy/security and product quality) and consumer’s decision to purchase from e-stores in Nigeria using South South, a region of Nigeria as study area. A survey of 258 staff of Deposit Money Banks in Nigeria were sampled using questionnaire and the data collected analyzed using regression. The results of the analyses showed that risk bearing propensity has significant influence on the relationship which exists between the online shopping factors and consumer purchase decision. The study concludes that risk bearing propensity significantly moderates the relationship existing between the online shopping factors and consumer purchase decision and therefore recommends that online vendors should allocate appropriate resources for risk reduction marketing programs and ensure that they are transparent in their relationship with the online consumers such that these consumers will not see online shopping as risk taking.
Keywords: Online shopping factors, risk bearing propensity, relationship and consumer purchase decision.