Oghenetejiriesekomunu

AN INVESTIGATION OF CUSTOMERS’ SATISFACTION WITH
ONLINE SHOPPING IN DELTA STATE OF NIGERIA
BY
Oghenetejiri Esekomunu
A dissertation submitted in partial fulfilment for the award of

MSc International Business.
Submitted to the National College of Ireland, August 2020.

ABSTRACT
Observations showed that indeed several studies have been carried out on
customers’ satisfaction with online shopping in Nigeria. However, none
of such studies has been carried out in Delta State, Nigeria. The present
study, therefore, tried to fill this gap by providing an empirical study on
customers’ satisfaction with online shopping in Delta State, Nigeria, with
a view of verifying the results of studies in other states of the country.
A total of 93 respondents (48 males and 45 females), who are above the
age of 18 years and have a minimum of secondary school certificate,
participated in the study. A quantitative method with an online survey
was adopted as a method of data collection. The online survey was
developed in line with extant literature on the various research questions
raised for the study. The research questions were answered with the aid of
mean and standard deviation while a one-sample t-test was used to test
the corresponding hypotheses.
Subsequently, the findings of the study revealed that the majority of
customers in Delta State, Nigeria, are satisfied with online shopping and
they have a positive attitude towards online shopping. Factors
investigated, such as brand, time-saving, ease of use, satisfaction, service
quality, and product variety, were reported to have a positive impact on
encouraging the use of online shopping by customers in Delta State. The
study further found that factors such as unavailability of warranty for
products, the proliferation of fake or counterfeit products, safety of
personal information, and unavailability of after-sale service, discouraged
the use of online shopping by customers in Delta State.
The study has indeed, made a significant contribution to existing
knowledge by providing empirical data and useful insights on customers’
satisfaction with online shopping in Delta State, Nigeria, which advances
existing studies in other states of Nigeria.
Key Words: Customers Satisfaction; Attitude; Online Shopping in
Nigeria
ii
Acknowledgments
I am grateful to my supervisor, Dr. Yanyi Wang for her assistance and

guidance during my dissertation process despite the coronavirus
pandemic.
Special thanks to my parents and family for their love, support, and
encouragement throughout my academic program. This dissertation is
dedicated to them. And to my fiancé, thanks for the love and support.
You are the best.
iii
Submission of Thesis and Dissertation
National College of Ireland

Research Students Declaration Form
(Thesis/Author Declaration Form)
Name: Oghenetejiri Esekomunu

Student Number: 19117850
Degree for which thesis is submitted: MSc. International Business
Title of Thesis: AN INVESTIGATION OF CUSTOMERS’
SATISFACTION WITH ONLINE SHOPPING IN DELTA STATE OF
NIGERIA
Material submitted for the award

A. I declare that this work submitted has been composed by myself.
B. I declare that all verbatim extracts contained in the thesis have been
distinguished by quotation marks and the sources of information
specifically acknowledged.
C. I agree with my thesis being deposited in the NCI Library online
open-access repository NORMA.
D. I declare that no material contained in the thesis has been
used in any other submission for an academic award.
iv
Signature of research student
Date: 19/08/2020
TABLE OF CONTENTS
ABSTRACT ............................................................................................ii
ACKNOWLEDGMENTS……………………………………………… iii
CERTIFICATION……………………………………………………… iv
LIST OF FIGURES ................................................................................ ix
LIST OF TABLES ................................................................................... x
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study................................................................ 1
1.2 Emergence of Online Shopping in Nigeria ..................................... 2
1.3 The Rationale for the Study ........................................................... 4
1.4 Research Aims ............................................................................... 5
1.5 Research Questions ........................................................................ 5
1.6 Methodology .................................................................................. 6
1.7 Structure of the Dissertation ........................................................... 6
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction ................................................................................... 8
2.2 Theoretical Framework for Investigating Online Shopping ........... 8
2.2.1 The Theoretical Framework of End-User Computing

Satisfaction and Service Quality .......................................... 8
2.2.2 Relevance of the Framework to the Present Study ............... 9
v
2.3 Online Shopping .......................................................................... 10
2.3.1 Meaning of Online Shopping ............................................. 10
2.3.2 History of Online Shopping in the World ........................... 12
2.3.3 Dimensions of Online Shopping Experience ...................... 11
2.4 Online Shopping in Nigeria ......................................................... 14
2.4.1 History of Online Shopping in Nigeria ................................ 14
2..4.2 Trends of Online Shopping in Nigeria ............................... 15
2.4.3 Advantages of Online Shopping in Nigeria ........................ 16
2.4.4 Challenges of Online Shopping in Nigeria ......................... 19
2.5 Customers’ Satisfaction with Online Shopping in Nigeria ........... 20
2.6 Attitude of Customers Towards Online Shopping in Nigeria ....... 21
2.7 Factors that encourage the use of Online Shopping by Customers 22
2.8 Conclusion ................................................................................... 26
CHAPTER THREE: RESEARCH QUESTIONS, OBJECTIVES

AND HYPOTHESES
3.1 Research Questions ...................................................................... 27
3.2 Research Objectives ..................................................................... 27
3.3 Hypotheses .................................................................................. 28
CHAPTER FOUR: METHODOLOGY
4.1 Introduction ................................................................................. 31
4.2 Research Philosophy .................................................................... 31
4.3 Research Approach ...................................................................... 32
4.4 Research Design .......................................................................... 33
4.5 Sample and Sampling Procedure .................................................. 33
vi
4.6 Questionnaire ............................................................................... 33
4.6.1 Satisfaction with online shopping ...................................... 34
4.6.2 Attitude towards Online Shopping ..................................... 35
4.6.3 Factors that encourage the use of Online Shopping ............ 35
4.6.4 Factors Discouraging the Use of Online Shopping ............. 35
4.7 Pilot Testing................................................................................. 36
4.8 Data Collection ............................................................................ 36
4.9 Ethical Consideration…………………………………………….

37
4.10 Data Analysis ............................................................................... 38
4.11 Methodological Limitations ......................................................... 38
CHAPTER FIVE: DATA ANALYSIS AND FINDINGS
5.1 Introduction ................................................................................. 39
5.2 Descriptive Data .......................................................................... 39
5.3 Analysis of Research Questions and Hypotheses ......................... 43
5.3.1 Analysis of Customers’ Satisfaction with online shopping in

Delta State ......................................................................... 43
5.3.2 Analysis of customers’ attitude towards online shopping in

Delta State ......................................................................... 47
5.3.3 Analysis of the Factors that encourage the use of Online

Shopping by Customers in Delta State ............................... 50
5.3.4 Analysis of the Factors Discouraging the Use of Online

Shopping by Customers in Delta State ............................... 53
5.4 Discussion ................................................................................... 57
5.5 Conclusion .................................................................................. 59

vii
CHAPTER SIX: CONCLUSION
6.1 Conclusion ................................................................................... 61
6.2 Contribution and Implications ...................................................... 62
6.3 Recommendation for Further Study ............................................. 62
6.4 Limitations ................................................................................... 63
REFERENCES ...................................................................................... 64
APPENDIX I ......................................................................................... 76
viii
LIST OF FIGURES
Figure 1: Research Framework of Consumer Satisfaction with 9

Internet Shopping
Figure 2: Gender distribution of the respondents 40
Figure 3: Age distribution of the respondents 41
Figure 3: Educational distribution of the respondents 42
ix
LIST OF TABLES
Table 1: Socio-Demographic Distribution of the Respondents 40
Table 2: Mean rating of the customers’ satisfaction with online 44

shopping
Table 3: t-test analysis of customers’ satisfaction with online 46

shopping in Delta State
Table 4: Mean rating of the attitude of customers towards online 47

Table 5: t-test analysis of customers’ attitude towards online 50

Table 6: Mean rating of the factors that encourage the use of online 50
shopping by customers in Delta State
Table 7: t-test analysis of factors that encourage the use of online 52

Table 8: Mean rating of the factors discouraging the use of online 53

Table 9: t-test analysis of factors discouraging the use of online 56

x
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
This study investigates customer satisfaction with online shopping

in the Delta State of Nigeria, to provide empirical data that will be
analyzed and compared to findings from other states of Nigeria. In the
existing literature, several studies have been carried out to assess
consumers’ satisfaction with online shopping in Nigeria (Abdullahi,
Abubakar, Omale & Onoja, 2017; Nwokah & Gladson-Nwokah, 2016;
Omoneye, 2019; Osio & Orubu, 2018). These studies revealed mixed
findings on customer experience and satisfaction with online shopping.
This suggests that more studies still need to be carried out in the area of
customer satisfaction with online shopping experience, especially in
Delta State, where the researcher has observed poor representation.
According to Nwokah and Gladson-Nwokah (2016), online

shopping is the practice of engaging in buying goods via the internet at
any given time. It involves a process where an individual place order(s)
on a particular product of interest, getting the product delivered by the
vendor. When people place orders on an online shopping platform, they
are often time, given an option to either pay instantly with the use of their
debit cards or pay on delivery, where they get the product first before
making payment. While the former is more convenient for the vendor, the
latter favors the consumer in that it inspires trust and confidence, which is
the major currency of online shopping experience. In most cases, when
payment is made before delivery via debit card payment channel, the
money paid is kept in trust by the management of the online platform.
The money is kept for some days after the delivery of the product for
1
conflict resolution. For instance, when there is a complaint about the
product, the money will be refunded to the customer; but when there is no
complaint, the money is paid to the vendor. The period of conflict
resolution usually takes about 7-15 days after delivery (Jumia, 2020).
1.2 Emergence of Online Shopping in Nigeria
In recent times, online shopping has altered the way businesses are
conducted in Nigeria (Osio & Orubu, 2018). Over the years, some online
shops have emerged in Nigeria, some of which include Jumia, Konga,
and DealDey. Indigenous online shops were believed to have started
operation in Nigeria in 2011 (Ogbuji & Udom, 2018). Online shopping
became more prominent in 2012 when Jumia was launched. Sadiq-
Mabeko (2016), outlines that Konga and many others started operation in
the same year. Notably, these local shops include Jumia, Konga, and
Dealdey, Payporte, Yudala, Vconnect, Olx, Mobofree, Chrisvicmall, Slot,
Kara, Parktel, Webmall, Kilimall, and Escapade. Others include JiJi.ng,
MyStore, Gidimall, Gloo.NG, Techmall, BuyRight, Fouani, Goods
Arena, Ahioma, Obeezi, Awufu, Bargain Master, eShop, Mega Plaza, and
Supermart (Obasi, 2020). These online shops serve the needs of their
customers across the country, including Delta State, the focused research
area in this study.
In Delta State, the most popular online shop among the people is
Jumia, with over 40% market share, Konga with 32%, and thirdly,
DealDey (Ogbuji & Udom, 2018). Most shoppers in Delta State use their
smartphones to do online shopping. Although there are several physical
retail shops in the state, most consumers prefer to order their preferred
products from Jumia and Konga because some products such as phones
and computer accessories can only be obtained from shops which are
2
based in Lagos, with the only functional seaport in Nigeria (Okwedy,
2018). Available data shows that 82.9% of online shoppers in Delta State
prefer online shopping due to its flexibility and convenience (Osio &
Orubu, 2018). This confirms the notion that online shopping exists to
provide convenient and flexible services to consumers.
With the entry of online shopping in Nigeria (Ogbuji & Udom,

2018), 32 years after its invention by Michael Aldrich in 1979, the sector
has recorded some degree of successes, with $13 billion in value and,
25% annual growth rate (Uwakwe, 2016). According to Gabriel,
Ogbuigwe, and Ahiauzu (2016), the number of orders received over the
internet increased from 1,000 to 15,000 daily from 2012 to 2015. In
comparison with other countries, PayPal positioned Nigeria as its 2nd
largest market in Africa in 2015, one year after its launch in West Africa.
(Ogbuji & Udom, 2018).
The success recorded in the sector, notwithstanding, majority of

Nigerians are still not comfortable with online shopping and would rather
opt for the traditional face-to-face shopping partially due to distrust and
poverty (Gabriel, et al., 2016). The researcher is, however, of the opinion
that distrust and poverty are not the only reasons for consumers’ apathy
for online shopping, but dissatisfaction may also contribute in terms of
the quality of the product ordered. Most Nigerians still feel that it is rather
better to go to the shop, take a good look at the products on display, select
from varieties, rather than shopping online and not sure if what will be
delivered is what one ordered for.
1.3 The Rationale for the Study
With technological advancement around the world, more people

are increasingly becoming interested in conducting businesses over the
3
internet. As addressed above, online shopping in Nigeria has taken a huge
turn in the last decades (Ogbuji & Udom, 2018). Most businesses are now
adding online shopping to their menu, intending to attract more patronage
from their customers. The importance of online shopping to both
customers and business owners cannot be overemphasized. Both
customers and vendors benefit in terms of comfort and patronage
respectively. A major concern of online shopping to the vendor is the
satisfaction of customers because customers will only patronize online
shops when they are satisfied with what they get (Osio & Orubu, 2018).
In Nigeria with evidence of a high rate of internet fraud, it is

expected that people will be skeptical about patronizing online vendors
(Olusoji, et al., 2015). The fear of losing one’s hard-earned money to
fraudsters is a major obstacle to online shopping in Nigeria. Part of the
efforts to grow online shopping in the country requires more
comprehensive studies of satisfaction with online shopping among
customers. Several questions are perceived as critical to be studied. For
instance, to what extent are customers satisfied with, and what is their
attitude towards online shopping? What are the factors that encourage the
use of online shopping in Nigeria? Finding answers to these questions is
very critical to improve online shopping in Nigeria. Existing literature
tried to answer these questions in other states of Nigeria (Omale & Onoja,
2017; Nwokah & Gladson-Nwokah, 2016; Omoneye, 2019; Osio &
Orubu, 2018). However, to the best knowledge of the researcher, no study
has been carried out to address such questions in the Delta State of
Nigeria. This is a huge research gap which the current study aims to
address.
4
1.4 Research Aims
Illustratively, the purpose of this study is to investigate customers’

satisfaction with online shopping in Delta State. Specifically, the study
will provide empirical data and insights on the proposed research focus
that will:
1. determine the satisfaction or dissatisfaction level of online

shopping among customers in Delta State;
2. examine the attitude of customers towards online shopping
in Delta State;
3. find the factors that encourage the use of online shopping by
customers in Delta State; and
4. determine the factors that discourage the use of online
shopping by customers in Delta State.
1.5 Research Questions
Correspondingly, based on the above research context, research

background, and also the literature review conducted (see Chapter Two),
this study proposes to address and discuss the following research
questions:
1. To what extent are customers satisfied with online shopping

in Delta State?
2. What is the attitude of customers towards online shopping in
Delta State?
3. What are the factors that encourage the use of online
shopping by customers in Delta State?
4. What are the factors discouraging the use of online shopping
by customers in Delta State?
5
1.6 Methodology
To answer the research questions proposed, the study adopted a

quantitative methodology of the survey approach. The study adopted a
descriptive research design. The researcher used a questionnaire to elicit
responses from selected respondents which aided in achieving the
objectives of the study. Due to the current pandemic, the researcher used
an online survey, via a computer-generated email address and social
media links. The process was strictly voluntary, confidential, and only
participants who agreed to take part in the survey were allowed to
respond.
Mean, standard deviation, and one sample t-test were used to

analyze the data obtained. More details and explanations of the
methodology adopted and the empirical findings observed were provided
in Chapter Four and Chapter Five.
1.7 Structure of the Dissertation
The rest chapters of this work were devoted to providing more

relevant literature and collect data that helped to achieve the objectives of
the study. In chapter two of the study, a review of the literature related to
the current study was made. The findings of previous studies were
reviewed and appraised to demonstrate the research gap(s) identified,
which the researcher further explored. Following that, Chapter three dealt
with the analysis of the objectives of the study as well as the formulation
of hypotheses. Then, chapter four discussed the methods and procedures
that were used to collect and analyze data. The researcher reviewed the
available information provided in research methods textbooks and
justified the selected methodological decisions of this study. In chapter
five, data obtained in the field were analyzed, presented, and discussed.
6
In chapter six, which is the concluding part of the study, the researcher
summarised the study, concluded, recommended, and highlighted the
study’s contribution to knowledge.
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
In this chapter, pertinent literature will be reviewed in line with the

objectives of the study. The review will begin by illustrating the
theoretical framework which will guide the study and, other relevant
bodies of literature will be reviewed in this chapter, notably including
reviewing previous studies on online shopping in Nigeria, customer
satisfaction and attitude towards online shopping in Nigeria, and the
factors that encourage the use of online shopping by customers.
2.2 Theoretical Framework for Investigating Online Shopping
2.2.1 The Theoretical Framework of End-User Computing

Satisfaction and Service Quality
This study is anchored on the End-User Computing (EUC)

satisfaction and Service Quality (SERVQUAL) framework, which was
expanded in the work of Cheung and Lee (2005). The proponents of EUC
framework believed that information is consumed by individuals by
directly interacting with the system. Based on this notion, the EUC
framework is therefore characterized by two components, information
7
consumption (information quality) and direct user interaction (system
installation) (DeLone & McLean 1992). This means that when products
are consumed by the customer (i.e. information consumption) and he or
she perceived the experience to be worthwhile (i.e. direct user
interaction), there will be a likelihood of satisfaction with the system.
The proponents of the EUC framework likened online shopping to

a computer application, which entails an interaction with a computer
environment without human interaction. The customer only relies on
what is provided on the website of the vendor as well as the quality of the
information (Janda et al. 2002). Such experience may determine the
customers’ satisfaction, If he or she is satisfied with the quality of the
system or the website and the information provided, he or she is likely to
be satisfied with the shopping experience, and the reverse will be the case
when the system is poor.
On the other hand, proponents of the SERVQUAL framework

believe that service quality has a major influence on customers’
satisfaction. According to them, Service quality is the determinant that
influences the individual’s evaluation of the experience he or she had
with online shopping, either satisfaction or dissatisfaction. For instance,
when the service quality is good or positive, the customer is likely to be
satisfied with the service provided. This, in turn, will lead the customer to
feel positive and make the judgment that he or she had enjoyed the online
shopping experience and ultimately customer satisfaction is achieved
(Parasuraman et al., 1985).
Both EUC and SERVQUAL frameworks are based on the Theory

of Reasoned Action (TRA) and the Theory of Planned Behaviour (TPB)
(Cheung & Lee, 2005). These theories postulated that the use of a
particular system is predicated on the belief of an individual towards the
8
system, which in turn, is an offshoot of what they believe about the
system. Cheung and Lee (2005) believed that consumers’ satisfaction
with online shopping is a result of their attitude towards online shopping.
These attitudes according to the authors are functions of the individual’s
belief about information quality, system quality, and service quality. A
combination of these ideas is represented in figure 1.
Figure 1: Research Framework of Consumer Satisfaction with Internet

Shopping
(Source: Cheung & Lee, 2005)
2.2.2 Relevance of the Framework to the Present Study
The EUC and SERVQUAL framework together with their

advancement by Cheung and Lee (2005) are relevant to this study in
terms of application for a few reasons. First, the EUC emphasized
9
consumer satisfaction through his/her satisfaction with the experience.
This implies that consumers may be satisfied with online shopping when
they perceived their experience to be worthwhile. This study aims to
investigate the satisfaction of online shopping among customers. Hence,
the study will capture those factors that influence customers’ satisfaction,
one of which may be their attitude towards online shopping. Such an
attitude may be a result of how they perceive their previous experience
with online shopping.
Secondly, SERVQUAL emphasized the role of service quality in

customers’ satisfaction with online shopping. The researcher, therefore,
believes that most of the customers in Delta State may perceive their
experience of online shopping based on how the website can meet their
shopping needs. If they perceive that shopping online can satisfy their
needs in terms of comfort, convenience, and security, they may be willing
to repeat such experience. On the other hand, if the service received is
poor, they may not be willing to patronize such an online vendor again.
2.3 Online Shopping
2.3.1 Meaning of Online Shopping
Online shopping can be regarded as the process in which customers

directly purchase goods from vendors with no regard to a physical
location (Nwokah & Gladson-Nwokah, 2016). It is a type of e-commerce
that uses an online shop, commonly known as e-shop or e-store (Nwokah
& Gladson-Nwokah, 2016). Gabriel, et al. (2016,p.2) defined Online
shopping as “the shopping behavior of consumers in an online store or
website used for online purchasing purposes.” MasterCard Worldwide
Insight (2008,p.23) also defined “online shopping as the process of
purchasing goods and services from merchants who sell over the
10
internet”. Kotler and Armstrong (2010,p.204) defined online shopping as
“E-Procurement, meaning purchasing through an electronic connection
between buyers and sellers”. Ozuru, Ogbuji, and Amue (2015) defined
online shopping as the act of buying goods and services over the internet.
From the above definitions, online shopping is a kind of transaction

done through the internet, and for people to be able to buy goods, they
must be connected to the internet and the vendor must have an online
platform through which he or she can be reached by potential customers.
There must also be a medium of payment, either directly through debit or
credit card or cash as pay on delivery.
2.3.2 History of Online Shopping in the World
Online shopping is said to have started in 1979 with the pioneering

work of Michael Aldrich, who established Redifon’s Office Revolution, a
platform that affords customers and vendors as well as distributors and
agents to meet and transact business through the internet (Ogbuji and
Udom, 2018). In 1980 he was reported to have introduced an innovative
technology into the platform with the use of a Videotex technology.
Another account showed that online shopping took a new turn in 1991
with the introduction and establishment of the World Wide Web (WWW)
server and browser by Tim Berness-Lee. Other timelines in the life of
online shopping include Online Banking, NetMarket, Internet Shopping
Network, which started in 1994. In 1995, Amazon was launched (Ogbuji
and Udom, 2018).
2.3.3 Dimensions of Online Shopping Experience
Online shopping gives consumers’ opportunities to order for their

preferred goods online from the comfort of their homes and has the goods
11
delivered to them. Some elements will either encourage or discourage the
continuous usage of online media for shopping. The online shopping
experience is judged based on these various elements that are addressed
in the below paragraphs.
Security: One key element is the security (Nwokah & Gladson-

Nwokah, 2016). Customers who patronize online shops would want to be
protected from malicious activities on the site. They will, therefore,
patronize online shops that best protects them from internet frauds.
Privacy and Confidentiality: Also, customers would want their

activities to be kept as strictly confidential as possible, such that nobody
besides the authorized agents should have access to what they order for
and their mode of payments. Privacy, in this case, is an element that
customers would not want to compromise (Ranganathan & Ganapathy,
2002).
Besides security and privacy, Nwokah & Gladson-Nwokah (2016)

also identified convenience, perceived time saved, and website
design/feature as some of the elements that can affect customers’ online
shopping experience, all of which are addressed in below paragraphs.
Convenience: The term convenience connotes comfort, which customers

derive from online shopping, a transaction that they initiate and conclude
from the comfort of their homes. This they do through the internet.
According to Nwokah & Gladson-Nwokah (2016), the convenience
dimension of online shopping allows customers to make faster business
transactions compared to traditional retail shopping. Customers through
the internet can access and make their choices from an available online
catalog, place an order, make the payment, and expect the products to be
delivered to their doorsteps at a time specified by the vendor. According
12
to Nwokah & Gladson-Nwokah (2016), this process reduces the time of
going physically to the retail shops. Bhatnagar and Ghose (2004), indicate
that online shops have an advantage over retail shops by providing
convenience to customers hence, it is an important advantage of online
shopping over retail shops.
Perceived Time Saved: Time is one dimension that is of great concern to

customers. They are usually very conscious when shopping for their
preferred products. This is why they often get upsets when they are being
delayed by the vendor, for a particular transaction. Nwokah & Gladson-
Nwokah (2016) described time as a very important dimension of online
shopping. According to them, customers tend to be satisfied when they
can finish their transactions within their time limit. Rohm and
Swaminathan (2004), stated that time-saving is one important element of
online shopping because it eliminates time traveling to physical stores
and coming back home.
Website Design/Features: Online shopping is normally carried out

through the internet. Websites are, therefore the only medium through
which one can buy and sell online making the design and features of the
website is an important dimension of online shopping. Almost every
other dimension depends on the quality of the website because it is
responsible for directing customers to available products, ease of
navigation, making orders, and registering orders for vendors to see. A
poorly designed website will not only waste the customer’s time
unnecessarily, but it may also lead to loss of money and patronage on the
part of the customer and vendor respectively (Nwokah & Gladson-
Nwokah, 2016).
The above dimensions show the various factors that are expected to
influence customers’ satisfaction with online shopping. Some of these
13
dimensions will be explored in this study and will be detailed in the latter
part of this chapter.
2.4 Online Shopping in Nigeria
2.4.1 History of Online Shopping in Nigeria
Before the establishment of online shopping in Nigeria, it is

believed that Nigerians have been patronizing online shops through
global vendors such as PayPal. After the launch of the internet in the
global market, Nigerians in the diaspora started using PayPal to make
online transactions via the internet. There was, however, a pandemonium
in 2005 when PayPal closed all accounts related to a Nigerian IP address
due to internet fraud alerts. No new registration was allowed till 2014
when the ban was lifted.
Online shopping is believed to have started in Nigeria in 2011 with

the operation of an LG electronics distributor, Fouani Nigeria Ltd. This
was followed by the establishment of Jumia, Konga, and DealDey in
2012 (Sadiq-Mabeko, 2016). Since then, online shops have grown
tremendously both in numerical strength and in per capita income. For
instance, Adepitun (Ogbuji & Udom, 2018) reported that Nigeria is
leading other African countries in terms of online shopping. Jumia
initially injected $10 million into their business with as small as five staff
members. Today, eight years later, it has grown from five to over 500
staff members.
2..4.2 Trends of Online Shopping in Nigeria
The development of online shopping in Nigeria has not enjoyed the

needed acceptance as their counterparts in European nations since its
introduction (Olusoji et al., 2015). This is not farfetched as a majority of
14
Nigerians do not have access to the internet. Internet World Stats (2010)
reveals that over 80 percent of the population uses the internet and almost
30 percent are broadband subscribers. In contrast, the majority of the
Nigerian populace does not have access to the Internet. In their study,
Olusoji et al (2015) found that the rate of internet subscribers is less than
1 percent and the population of people using the internet is more than 15
percent. The above data shows that only a few Nigerians use the internet
(Olusoji et al, 2015).
2.4.3 Advantages of Online Shopping in Nigeria
The importance of online shopping to the economy of any nation

cannot be exaggerated. With the introduction of several social media
platforms, online shopping has become a necessity with its ease of doing
business. Ogbuji and Udom (2018), in their submission, recognized some
of the advantages of online shopping in Nigeria to include:
i. Contribution to the economy

ii. Expansion of the frontiers of the legal system
iii. Placement of Nigeria on investors’ world map
iv. Availability of e-shopping
v. Security of money
vi. Time management
vii. Energy conservation
viii. Proximity to the world market
Contribution to the Economy: Online shopping as one of the job

creation sector of the country, has improved the economy of the nation
drastically. According to the National Bureau of Statistics (NBS), online
shopping has created over 12,000 jobs in 2012 to unemployed youths. It
has also contributed to an increase in the nation’s Gross Domestic
15
Product (GDP) in 2013 and attracted over $200 million in foreign
investment (Ogbuji & Udom, 2018).
Expansion of the Frontiers of the Legal System: According to Ogbuji

and Udom (2018), new laws are needed for new inventions. Hence, the
advent of online shopping has necessitated the enactment and
implementation of new laws to cater to the need for the legal need of
operators. It also helped in putting a check in the system so that people
can have the confidence to practice without fear of being defrauded. This
has expanded the limits of the country’s legal system for internal and
external operations for practitioners of online shopping.
Impact on Micro, Small and Medium Scale Enterprises: Online

shopping has also helped micro, small and medium scale businesses to
improve in their service delivery in terms of patronage and delivery of
goods and well as payment of goods sold. Before the introduction of
online shopping, these categories of businesses often have challenges
doing business with their customers, especially outside their place of
operation. Thus, people can do business with their customers without
even owning a physical shop. Their services are available and can be
assessed from anywhere and anytime.
Placement of Nigeria on Investors’ World Map: Through online

shopping, investors now look to Nigeria as an investment location as a
result of the active participation of Nigerians who are into online
shopping. As the 2nd leading online shopping country in Africa, investors
now see Nigeria as an investment destination in Africa. One study
showed that over 60% of respondents claimed they have used online
shopping in Nigeria. Nigeria has been projected to be in the world’s
largest economies by 2030 (Ogbuji & Udom, 2018).
16
Availability of Online Shopping: Online shopping is a kind of business
that can be conducted 24 hours a day. Hence, it is available for shoppers
at any time of the day. Such a market provides unlimited time for
customers and vendors. Customers can assess whatever it is they desire
and vendors can have unlimited patronage. Customers are at liberty to
adjust their programs either in the workplace or at home when necessary
because they can access and make a purchase whenever they chose to
through the internet. Payment can be made at any time of the day. Such
flexibility of time far outweighs the regular market which opens in the
money and closes in the evening.
Security of Money: Through online shopping, money is secured to a

very large extent. This is because, before the introduction of online
shopping, buying a large number of goods is very risky due to the need to
carry a large amount of money, which allowed armed robbers to operate
even in broad daylight. These days, people no longer carry such a large
amount of money. All they need do is to have their debit or credit card,
with which they can transfer a large amount of money to vendors for the
purchase of a large number of goods to be delivered at a specified date
and time (Ogbuji & Udom, 2018).
Time Management: Online shopping has been observed to save the time
of buyers and sellers. Buyers can make purchases at any time and the
items delivered to them without having to physically go to the market.
Hence, the buyer can save his or her precious time.
Energy Conservation: By avoiding going to physical markets, energy,

and stressful experiences are reduced. Such is the benefit of online
shopping. The time it will take to go to the physical market, the stress that
involves maneuvering between different shops will be reduced if the
buyer opts for online shopping.
17
Proximity to the World Market: Through online shopping, people can
get just anything they want without going to the market. It does not
matter where the goods are located. From Nigeria, one can place an order
for goods located in faraway China and within one month, the goods will
be delivered. It has made importation easy even for people who have no
idea the nitty-gritty of international markets. Through one’s device, he or
she can have access to the world market, place orders, make payments,
and have the goods delivered to his or her doorstep (Ogbuji & Udom,
2018).
2.4.4 Challenges of Online Shopping in Nigeria
Most Nigerians have been shown to encounter challenges in

making payments online thereby having problems with online shopping.
According to Ayo (2008), this is as a result of infrastructural deficit. Most
software used is outdated and very slow. Osio and Orubu (2018)
identified various challenges bedeviling online shopping in Nigeria thus:
internet fraud, security concerns, lack of full cost disclosure, risk, and
privacy.
Internet Fraud: Due to the inability to observe and critically assess

products physically before making a purchase, consumers now report
fraudulent activities associated with online shopping, less than they
normally report physical retail shopping. The likelihood of finally getting
exactly what one pays for cannot be a guarantee in most cases.
Security Concerns: Online shopping use credit or debit card information

for operation. These credit cards often time holds personal information of
the bearers such as home address and phone numbers that could be used
by potential fraudsters for fraudulent activities (Osio & Orubu, 2018).
18
Lack of Full Cost Disclosure: Some of the goods displayed online may
only contain the price of the goods without additional costs like shipping
and other logistics. These additional costs are mostly not visible until
contact is initiated with the vendor or during the checkout process. (Osio
& Orubu, 2018).
Risk: There are cases where goods paid for do not arrive or they come in
a sub-standard quality. In other cases, these goods may come later than
expected. Osio and Orubu (2018) also identified problems connected with
returned items.
2.5 Customers’ Satisfaction with Online Shopping in Nigeria
Customer satisfaction involves the customers’ evaluation of the

quality of service offered by vendors. According to Olasanmi (2019), it
involves customers’ response to the assessment of perceived differences
between what was expected and what was offered at the end of the day. A
customer is deemed satisfied when he or she is pleased with the product
or service that the vendor offered him or her. Kotler and Keller (2009)
defined satisfaction to mean an individual’s favorable or unfavorable
disposition towards his or her expectation of the performance of a
product.
Satisfaction is relative, such that individuals vary in their

satisfaction level. What an individual is happy with may not be
satisfactory to another individual. It is therefore not possible often time to
satisfy everyone due to their diversity in opinion and feelings. Levy
(2009) opined that the best way of measuring a customers’ satisfaction is
through a survey where feedback is received from customers for the
assessment of their level of satisfaction towards a particular product
and/or service and their responses are quantitatively measured, scored,
19
rated, and interpreted. Olasanmi (2019) also suggested focus group
discussions where customers are gathered in one place and asked to
discuss how they feel towards a particular product or service. However as
good as this idea may seem, it is mostly not possible for online customers
since they are not all in one geographical location and therefore, cannot
be gathered in one place, except through online conferences.
In a study carried out by Nwokah and Gladson-Nwokah (2016),

they found that customers are willing to repeat online shopping. This is
an indication of satisfaction by the respondents. People who are contented
with online shopping experience will gladly continue with online
shopping as against those who reported no satisfactory experience.
Egwali (2009) identified some factors that can hinder the use of e-
commerce and online shopping in Nigeria including accessibility to the
Internet.
In another study, Abdullahi, et al (2017) studied the experience of

customers in online shopping and how they perceive the experience. The
authors found that 78.9 percent of their respondents showed great
satisfaction with online shopping despite some reported delay in product
delivery, and that majority of them made their payment before delivery of
the products, which was judged to be satisfactory. Although satisfaction
was reported among the respondents, some of them (31.2 percent) are
unsure if they will continue with online shopping.
2.6 Attitude of Customers Towards Online Shopping in Nigeria
Attitude involves a feeling that individuals have towards a subject

or object that propels them to react in certain ways towards the object or
subject. It has three components; cognitive which involves the belief
system, affective, which involves emotional disposition towards the
20
object and behavioral, which involves the behavior towards the target
object or subject. Li and Zhang (2002) defined attitude toward online
shopping as the psychological state of consumers as it relates to doing
online shopping.
According to Danjuma (2017), attitude is a likely determinant of

behavior, such that the attitude that people have towards an object or
subject will determine the behavior towards that object or subject.
Fishbein and Ajzen (1975) stated that studies on the attitude of consumers
towards produces have often been linked to their attitude towards the
product in question. In the opinion of Danjuma (2017), consumers’
intention will determine the attitude he or she will have towards the
product. Another study (Yang, et al., 2007) found that consumers’
attitude towards online shopping is likely to influence their willingness to
repeat online shopping.
Attitude towards online shopping is connected with users’ attitudes

towards the use of computers. Most times, people who have difficulties
using computer systems may have problems assessing online shopping,
which will, in turn, affect their satisfaction level with the whole process.
They are also more likely to make a mistake in placing orders, which
make the experience unsatisfactory. Kwak et al (2002), emphasized that
customers who are skilled with the use of a computer are likely to be
satisfied with online shopping than those who are novices. This fact is
true because people who are skilled in the use of computers will not have
difficulty accessing online shopping and less likely to make a mistake
that will make them never to repeat the experience.
21
2.7 Factors Impacting the Use of Online Shopping by Customers
Various factors have been identified by previous researchers that

have the impact of encouraging or discouraging the use of online
shopping among customers in many countries, including customers in
Nigeria. Some of these factors are summarized below and proposed to be
investigated within this study.
1. The legitimacy of the websites

2. Product quality
3. Security, risk and information privacy
4. Post-purchase service
5. Trust
6. Convenience
7. Quality of the website
8. Prior experience with the website and vendors
9. Attitude towards online shopping
1. The legitimacy of the Websites
The legitimacy of the website has to do with the extent to which

the website is legally recognized. Customers would not want to associate
with websites that are perceived to be fraudulent based on reviews. For
customers to patronage online shopping, it is expected that the website
should be a legal entity that can sue and can be sued. Such a realization is
likely to encourage customers to patronage online shopping. Buchalis
(2004) identified the legitimacy of the website as one of the factors that
encourage consumers to patronize online shopping.
2. Product Quality
Everyone desires products that meet their needs. If it is found that

products that are on display in online shopping do not meet the quality
22
needs of the consumer, such an individual would not want to continue
doing online shopping. He or she may feel it is better to patronize
physical shops where one can physically assess the products before
making a purchase. Buchalis (2004) and Binod & Neeraj (2014)
identified product quality as one of the key factors in determining if
customers will continue doing shopping online with a particular vendor.
3. Security, Risk and Information Privacy

Online shopping oftentimes, involves the exchange of personal and
credit card information that could be destructive to the user if such
information gets to the wrong hand. Hence, people usually patronize
online vendors that they feel comfortable with in terms of security and
privacy.
Cheung, et al. (2005) revealed that risk perception may encourage

or discourage them from coming back to the online vendor. This means
that if customers perceive the experience to be risky, they may never
return, but if they perceive the experience to be of less risk to them, they
will be willing to continue doing online shopping. Basil, et al. (2014)
found that consumers in Calabar, Cross Rivers State of Nigeria believed
that online shopping is risky and that such mode of shopping is not
favorable.
4. Post-Purchase Service
Post-Purchase service is another factor identified by Buchalis

(2004), that may encourage and discourage consumers from using online
shopping. When customers believe that vendors will provide them with
after-sale service, they will be willing to make a purchase. Such after-sale
service may include return and refund where goods are found to be
23
defective and some other forms of warranty, which may cover the
products.
5. Trust
Buchalis (2004) and Flick (2009) identified trust as one of the

factors that encourage or discourage the use of online shopping. It is one
of the major currency of the online shopping experience. Before an
individual will attempt to purchase via the internet, he or she must exhibit
some level of trust for the vendor, such that there is a level of confidence
that the product will be delivered in good condition. Both the vendor and
customer have their individual experience and expectation that is unique
to their role. While the customer wants his or her ordered product
delivered in good condition and on stipulated time without delay, the
vendor hopes that the goods will be seen and judged satisfactory by
customers. In the case of pay on delivery kind of shopping, the vendor
hopes that the customer will be on the ground at the meeting point and
that he or she judges the goods satisfactory enough to pay for the goods.
If the customer is not satisfied with the product, it can spell doom for the
vendor in terms of time wasted, money, and subsequent business
relationship (Anyanwu, 2018).
Customers may be willing to continue online shopping if they have

some levels of trust with the vendor and the website contains enough
information about the product the customer intends to purchase.
6. Convenience
Convenience is another factor that may encourage or discourage

the use of online shopping by consumers (Akbar & James, 2014; Vellido,
Lisboa & Meehan, 2000). According to Nwokah & Gladson-Nwokah
(2016), with online shopping, consumers can make faster business
24
transactions compared to traditional retail shopping, which is regarded as
a convenient business transaction. Customers through the internet can
access and make their choices from an available online catalog. After
that, they can place an order, make the payment, and expect the products
to be delivered to their doorsteps at a time specified by the vendor.
According to Nwokah & Gladson-Nwokah (2016), this process reduces
the time of going physically to the retail shops.
7. Prior Experience with the Website and Vendors
According to Chaffey & Ellis-Chadwick (2012), no one would

want to come back to an online vendor if they had a bad experience
previously. This means that prior experience with the website and the
online vendor is another factor that may encourage or discourage
individuals in online shopping. In a publication of Kaymu Global, Esiri
(2015) found that individuals are likely to continue using online shopping
if they perceive their previous experience with the vendor as favorable.
On the other hand, if their experience is bad, they may not continue doing
online shopping. These factors would also determine their decisions with
online shopping in the future.
2.8 Conclusion
The above reviews have shown that the topic of users’ satisfaction
with online shopping is an interesting topic that needs further
investigation. This is because the process of implementing the cashless
policy of the Central Bank of Nigeria can only be possible if more people
practice online shopping and are satisfied with the process. It is also a fact
that customers’ satisfaction with online shopping is related to their
attitude towards the experience, which may be associated with their
proficiency in the use of a computer.
25
Studies reviewed so far disclosed that various studies have been
carried out on customer satisfaction, including customer attitude towards
online shopping in Nigeria (Internet World Stats, 2010; Kwak et al, 2002;
Olusoji et al, 2015). However, there still exists some research gaps in the
literature, especially in Delta State of Nigeria. This study aims to fill the
gap and provide empirical data that added to the body of knowledge.
26
CHAPTER THREE
RESEARCH QUESTIONS, OBJECTIVES AND HYPOTHESES
3.1 Research Questions
This study attempted to investigate customers’ satisfaction with

online shopping in the Delta State of Nigeria. Four specific research
questions were raised thus:
Research Question 1: To what extent are customers satisfied with online

shopping in Delta State?
Research Question 2: What is the attitude of customers towards online

Research Question 3: What are the factors that encourage the use of
online shopping by customers in Delta State?
Research Question 4: What are the factors discouraging the use of

3.2 Research Objectives
The main objective of this study is to investigate the satisfaction of

customers of online shopping in the Delta State of Nigeria. As addressed
in the previous chapter, various studies conducted on other states of
Nigeria revealed mixed findings on the state of customers’ satisfaction
with online shopping (Abdullahi, Abubakar, Omale & Onoja, 2017;
Nwokah & Gladson-Nwokah, 2016; Omoneye, 2019; Osio & Orubu,
2018). These studies created a vacuum in the body of literature, such that
none of them focused on the online shopping satisfaction of customers in
27
Delta State Nigeria. The goal of the current study is, therefore, to fill this
gap. To achieve the goal of the study, the following research objectives
were derived from the research questions.
1. To determine the satisfaction or dissatisfaction level of online

shopping among customers in Delta State;
Objective one assessed the level of customers’ satisfaction with

online shopping in Delta State. Data collected were analyzed and used to
make a judgment on the level the customers’ satisfaction with online
shopping. Olasanmi (2019) emphasized that customers’ satisfaction with
online shopping entails the response of customers to the assessment of
perceived disparities between one’s expectation and what was offered at
the end of the day.
2. To examine the attitude of customers towards online shopping in

Delta State
In objective two, the researcher examined the nature of the attitude

of customers towards online shopping in Delta State. On a scale of 1-4,
respondents were asked to rate their disposition towards online shopping.
Data gathered through this process were used to judge the level of their
attitude towards online shopping. Attitude determines how individuals
react to certain subjects or objects in the environment. Attitude can be
described as the stimuli that may likely propel individuals to either accept
or reject online shopping. According to Danjuma (2017), attitude is a
likely determinant of behavior, such that the attitude that people have
towards an object or subject will determine their behavior towards that
object or subject.
3. To find the factors that encourage the use of online shopping by

customers in Delta State
28
4. To determine the factors that discourage the use of online shopping
by customers in Delta State.
Objective three and four aimed to determine the factors that may
likely encourage or discourage the use of online shopping by customers
in Delta State. People may likely choose to use or refuse to use online
shopping when certain conditions are true. Such conditions often manifest
in several factors, which include convenience; quality of the website;
prior experience with the website and vendors; and attitude towards
online shopping (Akbar & James, 2014; Binod & Neeraj, 2014; Buchalis
2004; Chaffey & Ellis-Chadwick, 2012; Chung-Hoon & Young-Gul,
2003; Flick, 2009; Nwokah & Gladson-Nwokah, 2016; Shariful, 2015).
These factors among others were presented to respondents to rate the
extent to which these factors are true in determining their choice of using
online shopping.
3.3 Hypotheses
In line with the above research questions and objectives, the

following corresponding hypotheses were formulated for testing:
Hypothesis 1
H10: µ ≠ 0: Customers are not satisfied with online shopping in Delta

State
H11: µ = 0: Customers are satisfied with online shopping in Delta State
Hypothesis 2
H20: µ ≠ 0: Customers do not have a positive attitude towards online

29
H21: µ = 0: Customers have a positive attitude towards online shopping
in Delta State
Hypothesis 3
H30: µ ≠ 0: The factors investigated are not encouraging the use of online
shopping by customers in Delta State. Notably, these factors investigated
include brand, time-saving, ease of use, satisfaction, service quality,
product variety, and price of goods.
H31: µ = 0: The factors investigated are encouraging the use of online

Hypothesis 4
H40: µ ≠ 0: The factors investigated are not discouraging the use of

online shopping by customers in Delta State. Notably, these factors
include unavailability of warranty for products, the proliferation of fake
or counterfeit products, safety of personal information, long period of the
return policy, delayed gratification, safety of credit card, and high cost of
products.
H41: µ = 0: The factors investigated are discouraging the use of online

shopping by customers in Delta State. Notably, these factors include
unavailability of warranty for products, the proliferation of fake or
counterfeit products, safety of personal information, long period of the
products.
A one-sample t-test was used to test the above null hypotheses
30
CHAPTER FOUR
METHODOLOGY
4.1 Introduction
In this chapter, the researcher explained the different research

methods that were used and the procedures that follow in using these
methods. The researcher was guided by the objectives and nature of the
study. The researcher provided information on the type of research design
that was adopted in the research, the sample and size of the sample, the
questionnaire that was used to elicit data for the study as well as the
method of data collection. The researcher provided information on ethical
guidelines that were followed in collecting data from the respondents and
provided an explanation of the method of data analysis.
4.2 Research Philosophy
The researcher adopted a pragmatic approach in the study. This

approach is considered suitable for the study because the researcher
believed that a pragmatic approach will help to achieve the objectives of
the study. Salkind (2010) referred to a pragmatic study as a study that
involves the process of identifying a problem with a view of seeking a
viable solution. Because the researcher intends to explore the satisfaction
of consumers towards online shopping and feels the pragmatic approach
is most suitable. This approach emphasizes that in a given study, the
31
researcher is free to choose any paradigm based on the objectives he/she
seeks to achieve (Saunders et al., 2009). Creswell (2009) and Morgan
(2007), provides the use of mixed methods for the collection of data.
However, the researcher opts for the use of only a quantitative method
because the quantitative method is adequate for the objectives of the
study.
4.3 Research Approach
The researcher adopted the deductive approach in answering the

research questions earlier raised in the study. There are two approaches to
a research study; the deductive which is a quantitative method and the
inductive which is a qualitative method. According to Wilson (2010), a
deductive approach to a research study quantitatively involves the
collection of data to answer a research question or test a hypothesis based
on an existing theory.
Data analysis often involves a knowledge of the interconnection

between two or more variables with the use of descriptive and inferential
statistics. According to Trochim (2006), inference about populations can
be made through descriptive statistics, which also aid the estimation of
the parameters of the populations. With the deductive approach to
research, a researcher can quantitatively visualize data with the use of
charts and tables.
The choice of deductive and quantitative methodology is because

data could only be obtained through the questionnaire as the researcher
was unable to visit the study location to get more information from the
respondents through face to face interviews. The survey was sent to their
email and they were asked to respond. This approach became necessary
due to the researcher’s decision to use a quantitative method to collect
32
data that were used to answer the research questions earlier raised in the
study. This research approach is suitable for the study because the
researcher surveyed the opinion of the respondents to answer the research
questions.
4.4 Research Design
The study adopted a survey research design due to its enormous

benefits in studies conducted in social sciences. With this design, a
survey can be used to collect data (Whitten & Bentley, 2007) within a
short period (McNeill & Chapman, 2005). The researcher used a
questionnaire as a survey tool to elicit responses from the respondents.
4.5 Sample and Sampling Procedure
Eventually, a total number of 93 residents in the Delta State of

Nigeria participated in the study. The researcher communicated with the
respondents through email and social media platforms. The participants
were above the age of 18 years with a minimum of secondary school
leaving certificate. The criteria for participation were that only those who
reside in Delta State Nigeria, above the age of 18 years and have
completed their secondary school education, took part in the study. The
researcher used a convenience sampling technique to select the sample
size for the study and only those who agreed to participate in the study
were recruited. According to Godwin (2010), convenience sampling
represents a scenario in which a researcher, recruits individuals who may
have met certain criteria that the study requires. He further states that it is
used in most psychological research.
33
4.6 Questionnaire
A questionnaire was used to collect data from the respondents. This

comprised five sections; section A comprised the demographic data of the
respondents; section B contained statements which were used to elicit
information from the participants on their satisfaction with online
shopping; section C contained statements that were used to elicit
information from the participants on their attitudes towards online
shopping, section D contained information that was used to elicit
information from the participants on the factors encouraging their choice
of online shopping while section E contained information that was used
to elicit information from the participants on the factors discouraging
their choice of online shopping. They were asked to rate their responses
on a scale of 1-4: 1 being strongly disagreed, 2 being disagreed, 3 being
agreed while 4 strongly agree. The questionnaire was presented to my
supervisor for vetting.
4.6.1 Satisfaction with online shopping
The specific questions/statements of the questionnaire that

measured customers’ satisfaction with online shopping were constructed
with extant literature on what constitutes satisfaction with online
shopping (Perera & Sachitra, 2019; Pervaiz & Sudha, 2010; Santhi,
2017). The questionnaire consisted of 15 items about this aspect. It
contains items such as:
• I feel secure when I shop online,

• There is a reasonable return policy,
• I often get my product at the estimated delivery date,
• The information provided on the websites of online shops are
usually adequate and on the whole,
34
• I am fully satisfied with online shopping.
4.6.2 Attitude towards Online Shopping

measured consumers’ attitudes towards online shopping were adopted
from Sultan and Uddin (2011). The scale contains 23 items such as:
• I like to shop online from a trustworthy website,

• Online shopping protects my security,
• Online shopping takes less time to purchase,
• Online shopping doesn’t waste time
• I feel safe and secure while shopping online.
4.6.3 Factors that encourage the use of Online Shopping

explored the factors that encourage the use of online shopping were
adopted from the taxonomy of factors that encourage the use of online
shopping, collated from various literature on online shopping by
Evwiekpaefe and Chiemeke (2017). The questionnaire consisted of 22
items such as convenience, price, intention to shopping, product quality,
product variety, and attitude towards online shopping as factors that
encouraged the use of online shopping.
4.6.4 Factors Discouraging the Use of Online Shopping

explored the factors discouraging the use of online shopping were
constructed in line with extant literature on the factors that are likely to
discourage the use of online shopping (Anum, Basit & Muhammad,
2016). The questionnaire consisted of 18 items such as high cost of
35
shipping, non-delivery risk, failure of products to meet its customer’s
requirements, unavailability of warranty for products, and unavailability
of after-sale service.
4.7 Pilot Testing
The survey used for data collection was pilot-tested during the
development stage, with a view of improving the quality of the
instrument. Reliability is the extent to which a research instrument is free
from error. A reliable instrument comprises items that are consistent with
one another. Okorodudu (2013) defined the reliability of a test as the
ability of a test to measure what it is designed to measure consistently. If
a test gives the same or similar scores each time it is administered to the
same group, then the test is deemed to be reliable. There are several
measures of reliability, which include measures of stability and measures
of internal consistency. While measures of stability have to do with the
extent to which scores obtained from a test instrument is stable over time,
measures of internal consistency entail a situation where all items in an
instrument are measuring the same or similar construct (Pallant, 2005).
To estimate the reliability of the different scales that make up the

survey instrument, the instrument was first administered to 30
respondents in the study area. The researcher subjected the data from the
pilot testing to a reliability study. The researcher used the Cronbach alpha
reliability coefficient, which produced a measure of internal consistency.
The reliability study produced coefficients, which the researcher used to
judge whether items in each of the scales were internally consistent with
each other. The result obtained is presented in the next chapter.
36
4.8 Data Collection
The data were collected via an online survey. An online survey is

one of the ways data can be collected, especially when the researcher and
the research participants are miles apart (Godwin, 2010). An online
survey can be carried out in two different ways. According to Granello
and Wheaton (2004), a researcher wishing to use an online survey to
collect data may opt to use either email survey or web-based survey. The
authors went further to explain that while an email survey involves
sending a survey-embedded email to participants and asking them to
reply to the email with their responses, the web-based survey involves the
process of making the survey available on the internet and asking
participants to take part in the survey. The web-based also involves the
use of email and other communication channels as a means of soliciting
for the assistance of the participants.
The choice of an online survey against physically meeting the

research participants is based on the opinion of Mcgraw, Tew, and
Williams (2000) that online data yield similar results as data collected
more traditionally.
The research participants received an email requesting them to sign

in to a site to complete the survey. The researcher used a google form to
design the survey and sent the link to the participants. Due to the
likelihood of non-compliance, the researcher sent the link to 150 people
so that only those who responded to the mail were used for the study. At
the end of the exercise, a total of 97 people responded to the survey but
93 out of the total of 97 were valid. This indicates a 62% response rate.
37
4.9 Ethical Consideration
At a point in the research study, and the ethics application form

was submitted to the college Ethics Committee and approval was
obtained. Before the administration of the instrument, the researcher
sought the consent of the research participants such that they were
required to sign a consent form. This is to ensure that they were fully
aware of what they were doing and that they gave their approval and that
the researcher explained the purpose and need of the study to them
4.10 Data Analysis
Mean, standard deviation, and one-sample t-test were used to

analyze the data obtained in the fieldwork. The Statistical Package for
Social Sciences (SPSS) version 23 was used to run the analysis. The
researcher used mean and standard deviation with a benchmark of 2.50 to
answer the research questions. This means that acceptance and rejection
rate was determined by an average mean of 2.50. A one-sample t-test was
used to test the corresponding null hypotheses at 0.05 alpha level.
4.11 Methodological Limitations
One of the major limitations of the study was the location, as the
respondents were located in faraway Nigeria. Because the study was
conducted during the period of the Covid-19 pandemic, the researcher
was unable to travel to Nigeria to collect data. This limitation prompted
the use of an online survey, which posed some problems as some of the
respondents contacted were unable to respond to the survey. It also
prevented the researcher from interviewing the respondents to obtain
first-hand information from them. Based on the use of an online survey,
38
the researcher was limited to use a quantitative method, when in fact, a
mixed-method would have been more suitable for the study.
CHAPTER FIVE
DATA ANALYSIS AND FINDINGS
5.1 Introduction
This chapter focused on the presentation of the data analyzed and a

discussion of the findings. The data obtained from the online survey were
analyzed in line with the research questions earlier raised and the
corresponding hypotheses formulated.
5.2 Descriptive Data
Quantitative data was used to answer the research questions and

the corresponding hypotheses. At the data collection stage of the study, a
total of 150 respondents were contacted through their email addresses
with the link to the questionnaire. They were required to rate the
39
statements in the questionnaire as it represents their thoughts. However,
only 97 respondents responded to the survey while only 93 respondents
completed the survey. This did not pose any problem to the study as a
sample of 100 respondents was proposed to be used at the methodological
stage of the study. The 93 returned questionnaires, therefore, represented
a 62% response rate, which is deemed adequate. According to Richardon
(2005), a survey retrieval rate of 50% is adequate for survey research.
The distribution of the respondents is shown in table 1 according to their
socio-demographic data.
Table 1: Socio-Demographic Distribution of the Respondents

Gender
Gender Frequency Percentage
Male 48 51.61%
Female 45 48.39%
Total 93 100%
Age
Age Frequency Percentage
18-23 Years 43 46.24%
40
24-29 Years 29 31.18%
30-35 Years 20 21.51%
Above 35 Years of Age 1 1.08%
Total 93 100%
Highest Educational Qualification
Educational Frequency Percentage

Qualification
Secondary School 31 33.33%
Tertiary Education 40 43.01%
Postgraduate Programme 22 23.66%
Total 93 100%
Table 1 shows the distribution of the respondents according to their

socio-demographic data. As shown from Table 1, from the 93 individuals
who responded to the survey, a total of 48 were males, representing
51.61% while 45 (48.439%) were females. This implies that, though the
difference is much, there are more male respondents in the study than
female respondents. This information is further represented in figure 2.
41
Figure 2: Gender distribution of the respondents
From the result in Table 1, from the total number of 93 individuals

that participate in the study, 43 of them representing 46.24% were
between the ages of 18 and 23 years, 29 (31.18%) of them are between
the ages of 24 and 29 years, 20 (21.51%) are between the ages of 30-35
while only one representing 1.08% is above the age of 35 years of age, as
shown in figure 3. This result which is further represented in figure 3,
implies that the majority of respondents who took part in the study are
below the age of 30. Arguably, this empirical result supports the findings
of previous similar studies. For instance, according to Birabil and Ezinne
(2017), individuals between the ages of 13 and 19 make use of the
internet for various purposes more than their older counterparts.
42
Figure 3: Age distribution of the respondents
As shown in Table 1, out of a total of 93 respondents, 31 of them

representing 33.33% have completed their secondary school education,
40 (43.01) of them have completed their first degree while 22 (23.66%)
of them had a postgraduate degree. This shows that most customers
(66.67%) went beyond their secondary school education and all the
respondents met the criteria for selection in the study. This data is further
represented in figure 3.
43
Figure 3: Educational distribution of the respondents
5.3 Data Analysis and Findings on Research Questions and

Hypotheses
Mean and the standard deviation was used to answer the specific
research questions raised earlier in the study while a one-sample t-test
was used to test the corresponding hypotheses at a 95% confidence
interval. The mean was used because it is the most widely used measure
of central tendency. That is, the majority of the quantitative studies that
are available often use the mean to describe data. It is also most suitable
for continuous data. The results are presented in Tables 6, 7, 8, and 9 and
are addressed in the below sections
5.3.1 Data Analysis and Findings on Customers’ Satisfaction with

online shopping in Delta State
Research Question 1: To what extent are customers satisfied with online

44
Table 2: Mean rating of the customers’ satisfaction with online shopping
S/N Satisfaction with Online Shopping N Mean SD Remark
1. On the whole, I am fully satisfied with 93 High
3.47 0.54
online shopping
2. I feel secure when I shop online 93 3.44 0.76 High
3. There is a reasonable return policy 93 3.35 0.67 High
4. I am satisfied with customer feedback 93 3.34 0.73 High
5. I am satisfied with the product I ordered 93 High
3.26 0.78
for online
6. Online shopping provides me with a wide 93 High
3.24 0.68
variety of products than physical shops
7. The free delivery charge is a price 93 High
3.16 0.77
advantage when I shop online
8. The lower price of the same product at 93 High
physical shops is an advantage when I 3.09 0.79
shop online.
9. The 24-hours operation attracts me to shop 93 High
3.01 0.97
online as it is convenience
10. The products I ordered usually meet my 93 High
2.95 0.91
expectations
11. I am satisfied with the return policy of 93 High
2.86 0.88
online shops
12. I am satisfied with the delivery time 93 2.75 0.97 High
13. Any complaints emanating from my online 93 High
experience are usually addressed to my 2.52 1.05
satisfaction
14. The information provided on the websites 93 Low
1.92 0.85
of online shops are usually adequate
45
15. I often get my product at the estimated 93 Low
1.89 0.97
delivery date
Average Mean 2.95 0.82 High
Benchmark = 2.50
As illustrated above, Table 2 shows the mean rating of the

customers’ satisfaction with online shopping. The results show that
responses from items 1 to 13 produced mean scores that are higher than
2.50 benchmark. The average mean of 2.95 is also greater than the
Benchmark. This result shows that on average, customers’ satisfaction
with online shopping in Delta State Nigeria is high. In addition to that, on
item 1 which requires respondents to rate their overall satisfaction with
online shopping, the obtained mean is 3.47 which is higher than the
Benchmark. This implies that most customers are satisfied with online
shopping. In item 2, most customers stated that they feel secure when
they shop online. This explains why the mean is 3.44. The respondents
were also satisfied with the return policy of online vendors. The mean of
item 3 is 3.35, which shows that most customers believed that the return
policy of online vendors is reasonable. Item 4 which asks about customer
feedback shows a mean score of 3.34, which means that most customers
are satisfied with the feedback from online vendors. There was, however,
a backslash on items 14 and 15. Item 14 shows a mean score of 1.92,
which is less than the Benchmark. This implies that most customers were
not satisfied with the information provided on the websites of online
vendors. They were also not satisfied with the delivery date as the
majority of respondents in item 15 were reportedly dissatisfied with the
estimated delivery date of the products they ordered online. This is
further explained by the mean score of 1.89, which is far less than 2.50
benchmark.
46
To test the corresponding hypothesis to the above research
question, one sample t-test analysis was carried out. The result is shown
below 3.
Hypothesis 1
H0: µ ≠ 0: Customers are not satisfied with online shopping in Delta State
H1: µ = 0: Customers are satisfied with online shopping in Delta State
Table 3: t-test analysis of customers’ satisfaction with online shopping in

Delta State
One-Sample Test
Test Value = 2.50
95% Confidence
Interval of the
Sig. (2- Mean Difference
T df tailed) Difference Lower Upper
Customers’
13.577 92 .000 .45054 .3846 .5164
Satisfaction
Table 3 shows a one-sample t-test which was used to examine

customers’ satisfaction with online shopping in Delta State. The result
revealed that t(92) = 13.58, p < .05 at 95% confidence level (0.38, 0.52).
The average mean score of 2.50, which is the Benchmark used in the
study was used as the test value. Because of the sig. (2-tailed) value of
0.000 is less than 0.05 alpha level, the null hypothesis is therefore
rejected and the alternative hypothesis is accepted. This means that
customers are satisfied with online shopping in Delta State. This result
further implies that the majority of customers in Delta State Nigeria are
likely to use online shopping because they are satisfied with it.
47
5.3.2 Data Analysis and Findings on customers’ attitude towards
online shopping in Delta State
Research Question 2: What is the attitude of customers towards online

Table 4: Mean rating of the attitude of customers towards online

S/N Attitude towards Online Shopping n Mean SD Remark
1. Online shopping doesn’t waste time 93 3.70 0.48 High
2. Online shopping takes less time to 93 High
3.43 0.58
purchase
3. I think shopping through mobile 93 High
3.43 0.74
phones is a good idea
4. I prefer to buy from a website that 93 High
provides me with the quality of 3.42 0.67
information
5. I feel that it takes less time in 93 High
evaluating and selecting a product 3.39 0.61
while shopping online
6. I believe that familiarity with the 93 High
website before making actual
3.34 0.72
purchase reduce the risk of shopping
online
7. I like to shop online from a 93 High
3.31 0.71
trustworthy website
8. It is easier to compare products online 93 3.31 0.64 High
9. It is easy to choose and make a 93 High
comparison with other products while 3.30 0.64
shopping online.
48
10. Online Shopping protects my security 93 3.28 0.56 High
11. I will recommend online shopping for 93 High
3.27 0.68
anyone
12. While shopping online, I prefer to 93 High
purchase from a website that provides
3.27 0.51
safety and ease of navigation and
order
13. The website design helps me in 93 High
3.27 0.68
searching for the products easily
14. Online shopping helps save time 93 3.26 0.67 High
15. It is easier to search for products 93 High
3.26 0.71
online
16. Online shopping is convenient 93 3.25 0.64 High
17. The website layout helps me in 93 High
searching for and selecting the right 3.24 0.70
product while shopping online
18. I can buy the products anytime 24 93 High
3.22 0.69
hours a day while shopping online
19. Detail information is available while 93 High
3.18 0.66
shopping online
20. I feel safe and secure while shopping 93 High
3.15 0.64
online
21. I get on-time delivery by shopping 93 High
3.15 0.63
online
22. I believe that online shopping will 93 High
supersede traditional shopping
2.95 0.86
eventually
49
23. Shopping online is safe 93 2.87 0.89 High
Average Mean 3.27 0.66 High
Benchmark = 2.50
Table 4 shows the mean rating of the attitude of customers towards

online shopping. The results show that responses from all the items
produced mean scores that are higher than 2.50 benchmark. The average
mean is 3.27, which is also greater than the Benchmark. This result
implies that the attitude of customers towards online shopping in Delta
State Nigeria is positive. Also, item 1 shows a mean score of 3.70 which
means that most customers believed that online shopping does not waste
their time. In item 2, the mean score is 3.43, which means that most
customers believe that online shopping takes less time to purchase. In
item 3, most customers believed that shopping through mobile phones is a
good idea. Also, item 4 has a mean score of 3.42, which implies that most
customers prefer to buy from a website that provides them with the
quality of information. What this means is that vendors that provide
quality information on their websites are more likely to attract customers
to their products. Most customers, with a mean score of 3.27 said they
will recommend online shopping for anyone, which indicates that they
had a positive attitude towards the use of online shopping.
question, one-sample t-test statistics was used. The result is shown below
5.
Hypothesis 2
H0: µ ≠ 0: Customers do not have a positive attitude towards online

H1: µ = 0: Customers have a positive attitude towards online shopping in

Delta State
50
Table 5: t-test analysis of customers’ attitude towards online shopping in
Delta State
One-Sample Test
Test Value = 2.50
95% Confidence Interval
Sig. (2- Mean of the Difference
t Df tailed) Difference Lower Upper
Customers’
24.052 92 .000 .77115 .7075 .8348
Attitude
Table 5 shows one-sample t-test which was used to examine

customers’ attitude towards online shopping in Delta State. The result
revealed that t(92) = 24.05, p < .05 at 95% confidence level (0.70, 0.83).
The average mean score of 2.50, which is the Benchmark used in the
study was used as the test value. Because of the sig. (2-tailed) value of
0.000 is less than 0.05 alpha level, the null hypothesis is therefore
rejected and the alternative hypothesis is accepted. This means that
customers have a positive attitude towards online shopping in Delta State.
This result further implies that the majority of customers in Delta State
Nigeria are likely to use online shopping because they have a positive
attitude towards it.
5.3.3 Data Analysis and Findings on the Factors that encourage the
use of Online Shopping by Customers in Delta State
Research Question 3: What are the factors that encourage the use of
51
Table 6: Mean rating of the factors that encourage the use of online
S/N Encouraging Factors n Mean SD Remark

1. Brand 93 3.66 0.56 √
2. Time-saving 93 3.56 0.54 √
3. Ease of use 93 3.43 0.62 √
4. Satisfaction 93 3.41 0.59 √
5. Service Quality 93 3.35 0.73 √
6. Product variety 93 3.32 0.65 √
7. Price 93 3.30 0.60 √
8. Attitude towards online shopping 93 3.30 0.66 √
9. Decision making 93 3.28 0.73 √
10. Website Quality 93 3.27 0.68 √
11. Product Quality 93 3.27 0.61 √
12. Social Network 93 3.27 0.68 √
13. Delivery 93 3.25 0.67 √
14. Convenience 93 3.24 0.71 √
15. Website features 93 3.23 0.72 √
16. Intention to shopping 93 3.22 0.72 √
17. Shopping customer experience 93 3.15 0.78 √
18. Enjoyment 93 3.13 0.86 √
19. Usefulness 93 3.09 0.86 √
20. Information searching 93 3.03 0.68 √
21. Payment Mechanism 93 2.88 0.94 √
22. Trust 93 2.77 0.98 √
Benchmark = 2.50
52
Table 6 shows the mean rating of the factors that encourage the use
of online shopping by customers in Delta State. The factors were
arranged in descending order according to their mean scores. Using a
benchmark of 2.50, the result shows that the brand ranked highest in the
factors that encourage the use of online shopping by customers in Delta
State with a mean score of 3.66 while trust ranked lowest with a mean
score of 2.77. What this means is that customers will order for products
online when they are certain that the brand is popular. This reduces the
fear of getting a fake product. Also, time-saving, which is one of the
advantages of online shopping, was ranked high in the factors that
encourage the use of online shopping, with a mean score of 3.56. This is
followed by ease of use (mean = 3.43), which is another advantage of
online shopping. Other factors that were highly ranked include
satisfaction, service quality, product variety, price, and attitude towards
online shopping with a mean score of 3.41, 3.35, 3.32, 3.30, and 3.30
respectively. What this result implies is that most customers agreed that
the/ factors identified in Table 6 individually and collectively encourage
their use of online shopping.

question, one-sample t-test statistics was used. The result is shown below.
Hypothesis 3
H0: µ ≠ 0: The factors investigated are not encouraging the use of online
H1: µ = 0: The factors investigated are encouraging the use of online

shopping by customers in Delta State. Notable these factors investigated
53
Table 7: t-test analysis of factors that encourage the use of online
One-Sample Test
Test Value = 2.50
t df tailed) Difference Lower Upper
Factors
Encouraging 24.768 92 .000 .74536 .6856 .8051
Online Shopping

factors that encourage the use of online shopping by customers in Delta
State. The result revealed that t(92) = 24.77, p < .05 at 95% confidence
level (0.69, 0.80). The average mean score of 2.50, which is the
Benchmark used in the study was used as the test value. Because of the
sig. (2-tailed) value of 0.000 is less than 0.05 alpha level, the null
hypothesis is therefore rejected and the alternative hypothesis accepted.
This means that the factors investigated are encouraging the use of online
shopping by customers in Delta State. These factors as shown in Table 6
include brand, time-saving, ease of use, satisfaction, service quality, and
product variety.
5.3.4 Data Analysis and Findings on the Factors Discouraging the

Use of Online Shopping by Customers in Delta State
Research Question 4: What are the factors discouraging the use of

54
Table 8: Mean rating of the factors discouraging the use of online
S/N Discouraging Factors n Mean SD Remark
1. Unavailability
` of warranty for products 93 3.69 0.47 √
2. The proliferation of fake or counterfeit 93 √
3.61 0.61
products
3. Safety of personal information 93 3.53 0.50 √
4. Unavailability of after-sale service 93 3.51 0.52 √
5. The long period of the return policy 93 3.45 0.63 √
6. Delayed gratification 93 3.39 0.55 √
7. Safety of credit card 93 3.34 0.65 √
8. The high cost of products 93 3.27 0.66 √
9. Difficulty in comparing products 93 3.26 0.62 √
10. Fear of being defrauded 93 3.24 0.63 √
11. The time that is taken for goods to be 93 √
3.20 0.67
delivered
12. The high cost of refunding 93 3.19 0.61 √
13. Non-delivery risk 93 3.18 0.68 √
14. Inability to use the five senses of seeing, 93 √
touching, hearing, smelling and/or tasting 2.81 0.94
to assess products
15. The variation between what is ordered and 93 √
2.80 0.90
what is eventually delivered
16. The high cost of shipping 93 2.76 0.87 √
17. Absence of trust 93 1.63 0.72 X
18. Failure of products to meet its customer’s 93 X
1.54 0.67
requirements
55
Benchmark = 2.50
Table 8 shows the mean rating of the factors discouraging the use
of online shopping by customers in Delta State. The factors were
arranged in descending order according to their mean scores. Using a
benchmark of 2.50, the result shows that the unavailability of warranty
for products rank highest in the factors that encourage the use of online
shopping by customers in Delta State with a mean score of 3.69 while the
high cost of shipping ranked lowest with a mean score of 2.76. The
absence of trust and failure of products to meet its customer’s
requirements were not accepted by the customers as factors discouraging
them from the use of online shopping. This is because their mean score is
less than 2.50 benchmark. Also, item 2 had a mean score of 3.61, which
is higher than 2.50 benchmark. What this implies is that most customers
agreed that the proliferation of fake or counterfeit products is likely to
discourage their use of online shopping. This means that when it is
discovered that an online vendor lists fake products on their websites,
customers will be discouraged from patronizing the website for online
shopping. Most customers also agreed that the safety of personal
information is another factor that may discourage them from using online
shopping. This was evident in item 3 with a mean score of 3.53. What
this implies is that customers would not want to mention some vital
personal information during online shopping, for the sake of privacy and
security. However, most customers failed to mention the absence of trust
and failure of products to meet its customer’s requirements as factors that
discourage the use of online shopping. This was evident in items 17 and
18 with a mean score of 1.63 and 1.54 respectively. The probable reason
for this finding may be because in most cases, the customers may not
have a personal relationship with the vendors of online shopping and
56
hence, may not need to trust them before they can patronize them. If the
products are desirable and the price is good, customers will be willing to
patronize them. Customers also did not feel the need to include the failure
of products to meet their requirements as a factor that may likely
discourage them from using online shopping. This may be because the
customers may have seen on the websites of most online vendors where
they are forewarned of livelihood that what is shown may not reflect the
features and colors of what is delivered (Jumia, 2020).

question, one-sample t-test statistics was used. The result is shown below.
Hypothesis 4
H0: µ ≠ 0: The factors investigated are not discouraging the use of online
shopping by customers in Delta State. Notably, these factors include
unavailability of warranty for products, the proliferation of fake or
products.
H1: µ = 0: The factors investigated are discouraging the use of online

shopping by customers in Delta State. Notably, these factors include 00.0
0unavailability of warranty for products, the proliferation of fake or
products.
57
Table 9: t-test analysis of factors discouraging the use of online shopping
by customers in Delta State
One-Sample Test
Test Value = 2.50
t df tailed) Difference Lower Upper
Factors
Discouraging 20.097 92 .000 .57766 .5206 .6347
Online Shopping

factors discouraging the use of online shopping by customers in Delta
State. The result revealed that t(92) = 20.10, p < .05 at 95% confidence
level (0.52, 0.63). The average mean score of 2.50, which is the
Benchmark used in the study was used as the test value. Because of the
sig. (2-tailed) value of 0.000 is less than 0.05 alpha level, the null
hypothesis is therefore rejected and the alternative hypothesis accepted.
This means that the factors investigated are discouraging the use of online
shopping by customers in Delta State. These factors as shown in Table 8
include unavailability of warranty for products, the proliferation of fake
or counterfeit products, and unavailability of after-sale service.
5.4 Discussion
From the analysis of data obtained in the field, several findings

emerged, which helped to achieve the proposed objectives. The first
finding of this study revealed that customers in Delta State Nigeria are
58
generally satisfied with online shopping. In responding to the first
research question and based on the empirical data collected, majority of
the customers showed some level of satisfaction with the security, return
policy, feedback, ordered products, free delivery charge, low price of
goods, delivery time, and information provided on the website of online
vendors. This empirical finding implies that most of the customers will be
willing to patronize online shops when the above conditions are
satisfactorily provided for. Arguably, the empirical finding of the study
on the first research question is in line with what was found by Osio and
Orubu (2018), who observed that consumers enjoyed satisfaction with
online shopping compared to traditional stores in terms of delivery, pay
on delivery, security, purchase goods from the comfort of their home,
office at any hour and the wider variety of products.
This study generates its second empirical finding in responding to

its second research question proposed, which revealed that customers in
Delta State Nigeria generally have a positive attitude towards online
shops. The results of the statistical analysis of data collected indicate that
most customers believed that online shopping helps them to save time,
shop through mobile phones, give them more room to compare products,
and provides them with 24 hours’ services. Furthermore, most customers
agreed to recommend online shopping for their friends and relatives. This
finding implies a high level of satisfaction for online shopping. This
finding implies that customers in Delta State Nigeria are willing to
patronize online shops more than the traditional retail shops due to its
convenience, affordability, security, and flexibility. Arguably, this finding
is in line with the finding of Danjuma (2017), which revealed that
consumers’ intention determines the attitude the individual holds towards
the product. The finding further agrees with Yang, et al. (2007), whose
59
study showed that consumers’ attitude towards online shopping is likely
to influence their willingness to repeat online shopping.
The third finding revealed that various factors encourage most

customers in Delta State Nigeria to indulge in online shopping. Some of
these factors include brand, time-saving, ease of use, satisfaction, service
quality, product variety, and price of goods. Attitude towards online
shopping, decision making, website quality, product quality, social
network, delivery, convenience, and website features was also identified
by most customers as motivating factors for indulging in online shopping.
These factors were further subjected to hypothesis testing, which was
rejected. This finding shows that online shops offer customers most of
these opportunities and that customers are influenced by such factors in
using online shopping. This finding is in line with the finding of
Omoneye (2019), who identified product availability, comfort,
convenience, time-saving, and affordability as some of the factors that
encourage the use of online shopping by customers in Lagos State
Nigeria. The finding also supports Binod and Neeraj (2014), who
identified cost, time, and delivery as some of the factors influencing
customers’ use of online shopping.
The fourth finding revealed that various factors discourage most

customers in Delta State Nigeria from indulging in online shopping, some
of which include unavailability of warranty for products, the proliferation
of fake or counterfeit products, safety of personal information, long
period of the return policy, delayed gratification, safety of credit card and
high cost of products. Other factors that most customers identified
include difficulty in comparing products, fear of being defrauded, high
cost of refunding, and non-delivery risk. These factors were further
subjected to hypothesis testing and the result failed to support the
60
hypothesis. This finding suggests that when consumers suspect their
needs may not be adequately met and that the security of their money and
personal information may be in jeopardy, they may be discouraged from
shopping online. The finding agrees with Nwokah and Gladson-Nwokah
(2016), whose findings suggest that perceived risk and purchase policy
are major determinants of dissatisfaction with online shopping among
customers in the Federal Capital Territory of Nigeria. The finding further
supports Anum, et al. (2016), whose study of factors affecting the online
shopping behavior of consumers in Pakistan found that financial risks and
non-delivery of products are probable factors that may make negative
impacts on the behavior of consumers towards online shopping.
5.5 Conclusion
The preceding chapter analyzed data with the use of several

statistical techniques. The online survey carried out by the researcher
revealed some interesting findings. Some of these findings revealed that
the majority of customers in Delta State Nigeria are satisfied with their
experience of online shopping and that they have a positive attitude
towards online shops. The findings further revealed that various factors
encourage and discourage most customers in Delta State Nigeria to
indulge in online shopping.
61
CHAPTER SIX
CONCLUSION
6.1 Conclusion
On the bases of findings that emerged from the study, it can,

therefore, be concluded that most customers in Delta State, Nigeria, are
satisfied with their experience of online shopping; and that they often
have a positive attitude towards online shopping. Their decision of
preferring online shopping as against the traditional retail shops may be
encouraged by several factors including brand, time-saving, ease of use,
satisfaction, service quality, product variety, and price of goods. The
absence of these factors may likely discourage them from shopping
online.
This study provided a worldview on the state of online shopping in

the Delta State of Nigeria to the extent of customers’ satisfaction and
attitude towards online shopping. The results obtained provided empirical
evidence to support the framework of EUC and SERVQUAL earlier
adopted in the study. For instance, the results showed that when
customers experience with online shopping is perceived to be worthwhile,
they are likely to be satisfied, which supports the claim of EUC that
consumer derived satisfaction from his/her satisfaction with the online
shopping experience. Furthermore, the findings showed that most
customers in the Delta State of Nigeria are encouraged to repeat online
shopping mainly due to the quality of the website of the online vendor.
62
This finding supports SERVQUAL, which emphasized the role of service
quality in customers’ satisfaction with online shopping.
6.2 Contribution and Implications
This research contributed to existing knowledge in e-commerce

such that it has provided empirical data on customers’ satisfaction with
online shopping in Delta State, Nigeria for the advancement of existing
studies in other states of Nigeria. It has also provided useful insights into
the factors that may encourage and/or discourage customers from using
online shopping.
The findings of this study have a great implication and may be very
useful to managers of online shops, policymakers, and other researchers.
For instance, managers of online shops may, through the findings of this
study, gain more knowledge and insights on how to best satisfy their
customers by implementing the factors that can encourage the use of
online shopping as identified in the study. Furthermore, the study may
encourage policymakers to make business-friendly policies that will
encourage online shopping in the country, having been established that
customers prefer online shopping to conventional retail shops. Finally,
academic researchers through the findings of the study have been
provided with data on customers’ satisfaction with online shopping in the
Nigerian context. Such knowledge may arouse public discourse, which
may form the basis for further studies.
6.3 Recommendation for Further Study
During the research process, the researcher has observed a few

recommendations for future research. Illustratively, further studies should
be conducted in these areas:
63
1. Customers’ attitudes towards traditional retail shops as
against online shops. Such a study will provide data on how
customers perceive traditional retail shops that made them
prefer online shopping over traditional retail shops
2. Impact of government fiscal policies on online shops. This
study, when conducted will provide insight into the current
fiscal policies of the government and how they impact online
shops in the country
3. Challenges faced by vendors of online shops. Such study
will explore the challenges faced by vendors of online shops
to proffer solutions for future advancement of online shops.
6.4 Limitations
The researcher, in carrying out this research, encountered some

challenges, which posed a direct limitation to the study. One such
challenge was the Covid-19 global pandemic which arrested the world
population on the eve of the research. The situation made the researcher
opt for an online survey, instead of traveling to Nigeria for the sake of
conducting face-to-face meetings and interviews with the respondents.
This situation had a direct impact on the choice of the methodology
adopted for the research. The initial intention was to use mixed methods
of research (quantitative and qualitative methods) because the researcher
felt that she could meet with the respondents, then interview them for the
sake of obtaining first-hand knowledge of their view on online shopping.
However, due to the use of an online survey, the researcher settled for a
quantitative research method.
64
REFERENCES
Abdullahi, A., Abubakar, A. O., Omale, A. D. and Onoja, A. D. (2017)

‘A study of consumers’ experience of online shopping in Nigeria’.
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APPENDIX I
QUESTIONNAIRE
Section A: Demographic Data
Gender: Male [ ] Female [ ]
Age: 18-23 [ ] 24-29 [ ] 30-35 [ ] Above 35 Years of Age [ ]
Highest Educational Qualification: Secondary School [ ]

Tertiary Education [ ] Postgraduate Programme [ ]
S/N Statement SA A D SD
Section B: Satisfaction with Online Shopping
1. I feel secure when I shop online
2. The 24-hours operation attracts me to shop online as it
76
is convenience
3. Online shopping provides me with a wide variety of

products than physical shops
4. The lower price of the same product at physical shops

is an advantage when I shop online.
5. The free delivery charge is a price advantage when I

shop online
6. I am satisfied with the product I ordered for online
7. I am satisfied with the delivery time
8. I am satisfied with customer feedback
9. The products I ordered usually meet my expectations
10. Any complaints emanating from my online experience

are usually addressed to my satisfaction
11. I am satisfied with the return policy of online shops
12. The information provided on the websites of online

shops are usually adequate
13. I often get my product at the estimated delivery date
14. There is a reasonable return policy
15. On the whole, I am fully satisfied with online shopping
Section C: Attitude towards Online Shopping
1. Shopping online is safe
2. I think shopping through mobile is a good idea
77
3. I will recommend online shopping for anyone
4. Online shopping helps save time
5. Online shopping is convenient
6. It is easier to search for products online
7. It is easier to compare products online
8. I believe that online shopping will supersede traditional

shopping eventually
9. I get on-time delivery by shopping online
10. Detail information is available while shopping online
11. I can buy the products anytime 24 hours a day while

shopping online
12. It is easy to choose and make a comparison with other

products while shopping online.
13. The website design helps me in searching for the

products easily
14. While shopping online, I prefer to purchase from a

website that provides safety and ease of navigation and
order
15. The website layout helps me in searching for and

selecting the right product while shopping online
16. I believe that familiarity with the website before

making actual purchase reduce the risk of shopping
online
78
17. I prefer to buy from a website that provides me with
the quality of information
18. Online shopping takes less time to purchase
19. Online shopping doesn’t waste time
20. I feel that it takes less time in evaluating and selecting

a product while shopping online
21. I feel safe and secure while shopping online
22. Online Shopping protects my security
23. I like to shop online from a trustworthy website
Section D: Factors that encourage the use of Online Shopping
1. Convenience
2. Price
3. Intention to shopping
4. Product Quality
5. Product variety
6. Attitude towards online shopping
7. Website Quality
8. Website features
9. Ease of use
10. Shopping customer experience
11. Service Quality
79
12. Enjoyment
13. Usefulness
14. Time-saving
15. Delivery
16. Trust
17. Information searching
18. Social Network
19. Satisfaction
20. Decision making
21. Brand
22. Payment Mechanism
Section E: Factors Discouraging the Use of Online Shopping
1. The variation between what is ordered and what is

eventually delivered
2. Non-delivery risk
3. Failure of products to meet its customer’s requirements
4. Absence of trust
5. The long period of the return policy
6. Unavailability of warranty for products
7. Fear of being defrauded
8. The proliferation of fake or counterfeit products
80
9. Unavailability of after-sale service
10. Delayed gratification
11. The time that is taken for goods to be delivered
12. Inability to use the five senses of seeing, touching,

hearing, smelling and/or tasting to assess products
13. Difficulty in comparing products
14. The high cost of shipping
15. The high cost of refunding
16. The high cost of products
17. Safety of credit card
18. Safety of personal information
81

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AN INVESTIGATION OF CUSTOMERS’ SATISFACTION WITH

ONLINE SHOPPING IN DELTA STATE OF NIGERIA

A dissertation submitted in partial fulfilment for the award of

Submitted to the National College of Ireland, August 2020.

I am grateful to my supervisor, Dr. Yanyi Wang for her assistance and

National College of Ireland

Name: Oghenetejiri Esekomunu

Material submitted for the award

LIST OF FIGURES ................................................................................ ix

LIST OF TABLES ................................................................................... x

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study................................................................ 1

1.2 Emergence of Online Shopping in Nigeria ..................................... 2

1.3 The Rationale for the Study ........................................................... 4

1.4 Research Aims ............................................................................... 5

1.5 Research Questions ........................................................................ 5

1.6 Methodology .................................................................................. 6

1.7 Structure of the Dissertation ........................................................... 6

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction ................................................................................... 8

2.2 Theoretical Framework for Investigating Online Shopping ........... 8

2.2.1 The Theoretical Framework of End-User Computing

2.2.2 Relevance of the Framework to the Present Study ............... 9

2.3.1 Meaning of Online Shopping ............................................. 10

2.3.2 History of Online Shopping in the World ........................... 12

2.3.3 Dimensions of Online Shopping Experience ...................... 11

2.4 Online Shopping in Nigeria ......................................................... 14

2.4.1 History of Online Shopping in Nigeria ................................ 14

2..4.2 Trends of Online Shopping in Nigeria ............................... 15

2.4.3 Advantages of Online Shopping in Nigeria ........................ 16

2.4.4 Challenges of Online Shopping in Nigeria ......................... 19

2.5 Customers’ Satisfaction with Online Shopping in Nigeria ........... 20

2.6 Attitude of Customers Towards Online Shopping in Nigeria ....... 21

2.7 Factors that encourage the use of Online Shopping by Customers 22

2.8 Conclusion ................................................................................... 26

CHAPTER THREE: RESEARCH QUESTIONS, OBJECTIVES

3.1 Research Questions ...................................................................... 27

3.2 Research Objectives ..................................................................... 27

3.3 Hypotheses .................................................................................. 28

CHAPTER FOUR: METHODOLOGY

4.1 Introduction ................................................................................. 31

4.2 Research Philosophy .................................................................... 31

4.3 Research Approach ...................................................................... 32

4.4 Research Design .......................................................................... 33

4.5 Sample and Sampling Procedure .................................................. 33

4.6.1 Satisfaction with online shopping ...................................... 34

4.6.2 Attitude towards Online Shopping ..................................... 35

4.6.3 Factors that encourage the use of Online Shopping ............ 35

4.6.4 Factors Discouraging the Use of Online Shopping ............. 35

4.7 Pilot Testing................................................................................. 36

4.8 Data Collection ............................................................................ 36

4.9 Ethical Consideration…………………………………………….

4.10 Data Analysis ............................................................................... 38

4.11 Methodological Limitations ......................................................... 38

CHAPTER FIVE: DATA ANALYSIS AND FINDINGS

5.1 Introduction ................................................................................. 39

5.2 Descriptive Data .......................................................................... 39

5.3 Analysis of Research Questions and Hypotheses ......................... 43

5.3.1 Analysis of Customers’ Satisfaction with online shopping in