FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR AMONG RESIDENTS OF ANAMBRA STATE, NIGERIA

Purpose: This paper studied the factors influencing the adoption and usage of online shopping websites among residents of Anambra State, Nigeria. The study used the unified theory of acceptance and use of technology (UTAUT), trust, and perceived risk as its theoretical framework. Methodology: We used the online survey to collect data from 338 residents. Data analysis was conducted using SPSS and Smart PLS computer-based statistical software. Findings: The study found that trust and perceived risk were the strongest predictors of behavioural intentions, with coefficient values of 0.403 (p < 0.000) and -0.249 (p < 0.002). The study did not establish that effort expectancy and facilitating conditions -0.18 (p > 0.057) and -0.063 (p > 0.551), respectively, had influences on behavioural intentions. Implication: Trust and perceived risk exerted the largest impact on behavioural intentions to use online shopping websites usage; facilitating conditions had the highest effect on online shopping usage. As businesses continue to explore business opportunities in the digital space, it is imperative that care must be taken to ensure that customers trust their platforms and not disappointed owing to poor service delivery. Originality/Value: The results of this study partially supported the original UTAUT theory, which suggests that performance expectancy and social influence significantly predict behavioural intentions. We discuss both the practical and theoretical implications of the study. Keywords: Online Shopping; Perceived Risk; Trust; Nigeria; UTAUT