2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria
| Format: | General Document |
|---|
| _version_ | 1860798141021814784 |
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| building | INTELEK Repository |
| collection | Online Access |
| collectionurl | https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection3 |
| copyright | Copyright©PWB2025 |
| country | Malaysia |
| date | 2023-01-31 |
| format | General Document |
| id | 16137 |
| institution | UniSZA |
| originalfilename | THE MEDIATING ROLE OF SOCIAL MEDIA THE RELATIONSHIP BETWEEN COMMUNICATION FACTORS AND ONLINE SHOPPING BEHAVIOR IN NIGERIA.pdf |
| person | Qaribu Yahaya Nasidi |
| recordtype | oai_dc |
| resourceurl | https://intelek.unisza.edu.my/intelek/pages/view.php?ref=16137 |
| sourcemedia | Server storage Scanned document |
| spelling | 16137 https://intelek.unisza.edu.my/intelek/pages/view.php?ref=16137 https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection3 General Document Malaysia Library Staff (Top Management) Library Staff (Management) Library Staff (Support) Terengganu Faculty of Applied Social Sciences English application/pdf 1.5 Server storage Scanned document UniSZA Private Access Universiti Sultan Zainal Abidin SAMBox 2.4.24; modified using iTextSharp™ 5.5.10 ©2000-2016 iText Group NV (AGPL-version) 270 Consumer behavior Copyright©PWB2025 2023-01-31 THE MEDIATING ROLE OF SOCIAL MEDIA THE RELATIONSHIP BETWEEN COMMUNICATION FACTORS AND ONLINE SHOPPING BEHAVIOR IN NIGERIA.pdf Qaribu Yahaya Nasidi Social Media Social Media Marketing Perceived Usefulness 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria The emergence of technological innovations has boosted every aspect of human life. Buying and selling have transcended physical limits, as owners of products and services and their prospective clients now focus on the online space to continue their commercial interactions. Shopping online has several advantages, including allowing clients to place orders at any time and decreasing trade expenses for market participation. It allows consumers to conduct business with the company day or night without physically communicating. It also allows people to make purchases and transactions from the comfort of their own homes or offices. Though online shopping is gaining popularity worldwide, Nigeria has a low penetration rate; most Nigerians find it unusual to pay money to an unknown individual they have never seen physically. Such behaviour will be detrimental to internet retailers. Thus, this study examines the factors affecting online shopping behaviour in Nigeria. Advertising, online payment, reliability and perceived usefulness are independent variables. Online shopping behaviour acts as a dependent variable, and social media as a mediating variable. This research employed a positivist approach. A quantitative method was used. A self-administered questionnaire was conducted with the Nigerian populace engaged with online shopping. 384 respondents were selected using the random sampling technique from May to August 2021. Structural equation modelling-partial least squares (SEM-PLS) was used to analyse the data and test the hypothesised relationships between the construct as postulated in the research framework. Structural equation modelling revealed that advertising, reliability, online payment, and perceived usefulness positively affect online shopping behaviour. The present study confirms that advertising, reliability, online payment, and perceived usefulness positively affect social media. The findings further revealed that social media significantly affects online shopping behaviour. Finally, the result confirms the mediating effect of social media between advertising, online payment, reliability, and perceived usefulness on online shopping behaviour. This study contributes to understanding the factors affecting online shopping in Nigeria. The research will be a valuable tool for businesses looking to make educated decisions about boosting their online sales in Nigeria. Furthermore, this study helps online shoppers, particularly Nigerians, understand online shopping better. Dissertations, Academic Mediating The Role Of Social Media Communication Factors Online Shopping Behavior Thesis |
| spellingShingle | 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria |
| state | Terengganu |
| subject | Consumer behavior Social Media Marketing Perceived Usefulness Dissertations, Academic |
| summary | The emergence of technological innovations has boosted every aspect of human life. Buying and selling have transcended physical limits, as owners of products and services and their prospective clients now focus on the online space to continue their commercial interactions. Shopping online has several advantages, including allowing clients to place orders at any time and decreasing trade expenses for market participation. It allows consumers to conduct business with the company day or night without physically communicating. It also allows people to make purchases and transactions from the comfort of their own homes or offices. Though online shopping is gaining popularity worldwide, Nigeria has a low penetration rate; most Nigerians find it unusual to pay money to an unknown individual they have never seen physically. Such behaviour will be detrimental to internet retailers. Thus, this study examines the factors affecting online shopping behaviour in Nigeria. Advertising, online payment, reliability and perceived usefulness are independent variables. Online shopping behaviour acts as a dependent variable, and social media as a mediating variable. This research employed a positivist approach. A quantitative method was used. A self-administered questionnaire was conducted with the Nigerian populace engaged with online shopping. 384 respondents were selected using the random sampling technique from May to August 2021. Structural equation modelling-partial least squares (SEM-PLS) was used to analyse the data and test the hypothesised relationships between the construct as postulated in the research framework. Structural equation modelling revealed that advertising, reliability, online payment, and perceived usefulness positively affect online shopping behaviour. The present study confirms that advertising, reliability, online payment, and perceived usefulness positively affect social media. The findings further revealed that social media significantly affects online shopping behaviour. Finally, the result confirms the mediating effect of social media between advertising, online payment, reliability, and perceived usefulness on online shopping behaviour. This study contributes to understanding the factors affecting online shopping in Nigeria. The research will be a valuable tool for businesses looking to make educated decisions about boosting their online sales in Nigeria. Furthermore, this study helps online shoppers, particularly Nigerians, understand online shopping better. |
| title | 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria |
| title_full | 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria |
| title_fullStr | 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria |
| title_full_unstemmed | 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria |
| title_short | 2023_The Mediating Role of Social Media in The Relationship Between Communication Factors and Online Shopping Behavior in Nigeria |
| title_sort | 2023_the mediating role of social media in the relationship between communication factors and online shopping behavior in nigeria |