Abstract

As Internet is increasingly used for conducting business, this paper examines how customers perceived risk and ease of use influence their attitude towards online buying in Nigeria. The survey method of gathering data was used. In this regards, Likert –format’’ statement on a five -point scale was  used to measure perceived risk, ease of use and attitude towards online buying In all, 400 copies of questionnaire were administered but 394 were returned and used for analysis. The findings revealed that there is no significant relationship between customer perceptions of Internet ease of use and their attitude towards Internet buying. Secondly, consumer’s risk perception of Internet transactions account for the variation in attitude towards internet transaction and this is attributed to customer’s gender.

Key Words: Internet, Online Transaction, Online Buying, Customers.

^JCMRJournal of Communication and Media Research, Vol. 2, No. 1, April 2010, 55 – 66

About the author

Macaulay Onovughakpo Kevwe Augustine, c/o Amos Panama, Department of Petroleum Marketing, Petroleum Training Institute,Effurum. Delta State, Nigeria.

Full Article

Words: 4,622

Pages: 12

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Article Citation

Augustine, M. O. K. (2010): Effect of perceived risk and ease of use on attitude towards online buying. Journal of Communication and Media Research 2(1): 55 – 66.