EFFECT OF EDUCATION ON ONLINE SHOPPING BEHAVIOUR IN NIGERIA

Odike, Maryrose N. and Mbah, Chris Chukwuemeka and Akpan, Aniefiok Okon (2019) EFFECT OF EDUCATION ON ONLINE SHOPPING BEHAVIOUR IN NIGERIA. Godfrey Okoye University, Enugu.

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Abstract

Educated people are generally more informed than uneducated people. This study examined the effect of education on online shopping behaviour in Nigeria. The study employed survey research design, and questionnaire was the instrument used in collecting data. Judgmental and snowball techniques were used in selecting the respondents. Three hundred and eighty four (384) online shoppers in Akwa Ibom State, Nigeria participated in the study. Analysis of Variance (ANOVA) was used to test the hypothesis at 0.05 level of significance. The findings revealed that Education has no significant effect on online shopping behaviour in Nigeria (F= 0.703 and P>0.05).It was concluded that though education does not show significant effect on online behaviour, proper understanding of consumers’ educational differences can however, help online retailers in Nigeria to target specific groups of consumers and formulate appropriate marketing strategies to win them. Based on the findings, it was recommended that online retailers in Nigeria can use about the same method to drive online sales for both highly educated and less educated customers, but the method should be closely monitored for little differences. Keywords: Gender, Online shopping, Consumer Behaviour

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) L Education > L Education (General)
Divisions:	Faculty of Arts > Faculty of Law > Faculty of Management and Social Sciences > Faculty of Education
Depositing User:	miss ifeoma agbo
Date Deposited:	25 Apr 2019 11:22
Last Modified:	25 Apr 2019 11:22
URI:	http://eprints.gouni.edu.ng/id/eprint/1286

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