An empirical assessment: the deterrents of online shopping acceptance in Nigeria

The technical, political, socio-cultural and structural differences across countries and regions have generated a lot of confusion as to whether net surfers actually shop online. Acknowledging this, the paper explored the factors restraining online shopping in Nigeria. Using a sample of 120 respondents randomly drawn from the students of Ebonyi State University, Abakaliki, it was found that perceived risk of uncertainty and poor knowledge in respect of the operational modalities of the computer and internet are the root factors deterring online shopping acceptance in Nigeria. It was further argued that the cost and convenience associated with virtual shopping might have been underplayed because of the risk perception and poor knowledge of the consumers. Against these backdrops, the study reinforces that Nigerianfirms as well as organizations operating in less technically advanced, structurally, politically and socio-culturally backward economies must find a way of reducing the perceived risk of uncertainty associated with online shopping through embarking on aggressive awareness to revive consumers’ lost confidence and subsequently get them to adopt online shopping.