Journal of Management Research
Volume 23, Number 2 (July- December 2023)
ISSN: 0972-5814 Online ISSN: 0974-455X
Predictors of Online Shopping Satisfaction in the Ibadan Metropolis, Nigeria
Funmilola O. Omotayo and Onajefe F. Okpako
| Abstract |
The purpose of this study is to develop knowledge to understand the factors predicting the shopping satisfaction of online shoppers in Nigeria. The study focuses on the four dimensions of the E-S-QUAL and some variables adopted for the study of Maditinos and Theodoridis. The study adopted the descriptive survey design of the correlational type and collected data with a structured questionnaire from 287 online shoppers in the Ibadan metropolis, Nigeria. Descriptive statistics (frequencies and percentages) and inferential analysis (Multiple linear regression) were used to analyse the data. The E-S-QUAL variables (efficiency, fulfilment, system availability, and privacy) individually and jointly predicted shopping satisfaction. Also, the Maditinos and Theodoridis variables (product information quality, user interface quality, service information quality, purchasing process convenience, security perception, and product attractiveness) jointly predicted satisfaction in using online shops, while product information quality, service information quality, purchasing process convenience, and product attractiveness had significant relative prediction. Online satisfaction predicted the continual usage of online shops among online shoppers. These variables, among others, should be considered by online shop merchants and providers to ensure continuous satisfaction of online customers and invariably continuous patronage.
