A Conceptual Framework for Integrating Personalization and Contextual Variables to Enhance Online Purchase Intention: Evidence from Nigerian E-Commerce

The growth of e-commerce has changed consumers purchasing behaviour globally, yet online purchase intention in Nigeria is observed to be low and unpredictable owing to low trust, perceived risk, social – economic conditions and generic personalisation practices. In the past few decades, studies in online purchase intention examined personalisation, trust, system quality, service quality and website quality in isolation, without emphasis on the role of some contextual factors such as device usage and situational needs. The propose contextual model of influential factors on online purchase in Nigerian will be developed and validated, which will integrate personalization, contextual variables, system quality, service quality, trust and perceived risk. Structural equation modelling (SEM) will be employed to test hypothesized relationships among constructs on existing data from empirical studies, industrial reports and consumer’s dataset. The proposed contextual model will ensure that context-aware personalisation supported by high system service and website quality will have a great influence on online purchase intention with trust acting as mediating variable and perceived risk as moderator. The expected findings will provide hypothetical acumens into online purchase behaviour and useful guidance for Nigerian e-commerce platform necessary to design more relevant, trustworthy and effective personalized shopping experience.