Publication Details
Abstract
This study examines the effect of online shopping on customer patronage of online stores by tertiary institutions students in Abia State, Nigeria. Cross-sectional data were obtained from students of two tertiary institutions in Abia State through an online questionnaire (google form). For the sample size, the minimum sample calculation was used in picking 200 respondents for the study. The study's stated hypotheses were tested using regression analysis at a 0.05 probability level. SPSS Version 25.0 was used for all analyses. Findings revealed that perceived usefulness has positive and significant effect on customer patronage of online stores in Abia State, Nigeria. Similarly, regression result revealed that perceived ease-of-use has positive and significant effect on customer patronage of online stores in Abia State, Nigeria. Also, online customer experience was found to have positive and significant effect on customer patronage of online stores in Abia State. It was recommended that online retailers must make their site navigation to be very easy since shoppers view online shopping to be useful and easy to use. To increase customer traffic, online retailers must streamline their payment options, delivery options, exchange and return policies, and customer service offerings.