Abstract

Amidst a paradox of growing market, online shops in Nigeria are facing daunting challenges, and studies are yet to locate the interaction effects of identified factors of market stress. As disposable income for online shopping reduces among middle income earners, university students are gaining traction as a viable market segment. The study examines factors affecting intention of university students towards online shopping based on theories of technology acceptance and use. It involves 439 randomly selected students of three universities in Enugu State, Southeast Nigeria. Descriptive statistics, factor analysis and binary logistic regression were used to determine relationships among three broad categories of factors of intention to purchase online. Results show that ease of online shopping and third party influence, sex and marital status predicted intention to purchase online. However, age and consumers’ perceived risk in online shopping did not predict intention to shop online. The study discusses the implications of the factors affecting intention to purchase online in terms of future advertising, promotional strategy and media awareness campaigns. 

Key Words: Intention, Shopping, Purchase, Students, Online

JCMR Journal of Communication and Media Research, Vol. 13, No. 2, October 2021, pp. 21-32

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

* Michael Onyekachi Ukonu, Ph.D., is a senior lecturer and former postgraduate coordinator in the Department of Mass Communication, University of Nigeria, Nsukka, Nigeria. His areas of research interest are journalism, media analysis and health communication. 

** Marcel Mbamalu, Ph.D., is the Editor-in-Chief of Prime Business Africa, Lagos, Nigeria. He was formerly a news editor at The Guardian Nigeria Limited, Lagos, where he practiced for over 20 years

*** Ugochukwu Ololo is a lecturer, examinations officer and IT representative in the Department of Mass Communication, University of Nigeria, Nsukka, Nigeria. 

**** Chinyere Obeleagu is an ICT officer at the West African Examinations Council, Enugu Head Office, Enugu State, Nigeria. She was formerly a research fellow at the Department of Mass Communication, University of Nigeria Nsukka, Nigeria. Her research interest is in business communications and e-commerce strategy. 

***** Chidimma Precious Ukonu, is a technical instructor at the Department of Business Education, University of Nigeria, Nsukka, Nigeria. 

Full Article

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Article Citation

Ukonu, M. O., Mbamalu, M., Ololo, U., Obeleagu, C., Ukonu, C. P. (2021). Indicators of intention to shop online among undergraduate students in Enugu State, Nigeria. Journal of Communication and Media Research, 13 (2): 21 – 32.