THE EFFECT OF TRUST AND SERVICE QUALITY ON PURCHASE DECISIONS OF ONLINE SHOPPERS

ELUKE EDWIN NWANNEBUEZE

Doctoral Candidate, Department of Marketing,

Faculty of Management Sciences, University of Port Harcourt.

SUNNY R. IGWE, PhD.

Marketing Department, University of Port Harcourt, Nigeria

chikordi@yahoo.com

Abstract

One invention that is revolutionizing shopping methods via online shopping is internet technology. Online shopping, though gaining global recognition is yet to be fully adopted in Nigeria. Many online shopping factors influencing consumer purchase decision in Nigeria is of great concern to online vendors. It is suspected that online shopping factors (trust and service quality) have substantial impact on consumer purchase decision. This study therefore investigates the relationships between the two online shopping factors (trust and service quality) and consumer purchase decision of e-stores in Nigeria using South South region of Nigeria as study area. The study targeted staffs of eighteen Deposit Money Banks (DMBs) operating in Nigeria as at the time of study. 258 staff of the Deposit Money Banks were sampled as respondents using questionnaire and the data collected were analyzed using Spearman’s Rank Order Correlation Coefficient and regression. Results of the analyses showed that the online shopping factors (trust and service quality) have great influence on consumer purchase decision. The study concludes that significant relationships exist between trust, service quality and consumer purchase decision of e-stores in Nigeria. We recommend that e-stores should adequately focus on services to delight their customers and make policies that will instill confidence in online shoppers to earn their trust.

Keywords: Online shopping factors, trust, service quality and consumer purchase decision.