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Undergraduates’ e-shopping inhibitors in a developing market context: stimulus-organism-response approach

Ukenna, Stephen and Idoko, Edwin Chukwuemeka and Egharevba, M. E. (2023) Undergraduates’ e-shopping inhibitors in a developing market context: stimulus-organism-response approach. Int. J. Electronic Business, 18 (3). pp. 346-371.

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Originally, shopping in most developing economies takes place in designated marketplaces and physical neighbourhood stores. Few decades ago, e-shops, are attractive alternate shopping channels that emerged in the retail ecosystem. E-channel among university undergraduates is quietly becoming fashionable as technology-enabled transactions become ubiquitous in many developing economies. Despite observed fast-expanding Generation Z consumers (born between 1995–2012) that are largely internet-savvy, under-utilisation of e-shops for shopping appears apparent among most university undergraduates. Therefore, this study seeks to unmask those factors that restrain e-shopping behaviour of undergraduates. Self-administered questionnaire was used to collect data from 320 undergraduates who have made online purchase at least once. Judgemental sampling technique was utilised in respondents’ recruitment. Partial least square-structural equation modelling was used in analysis. Findings indicate that explored independent variables – perceived product quality, delivery time, delivery cost, customer relationship/communication, product price, and misinterpretation of customers’ order/s emerged as significant inhibitory factors of online shopping; e-shopping intention also predicts e-shops’ patronage. Underpinned by the stimulus-organism-response (SOR) theory, this study expands frontiers of e-shopping literature by examining unexplored inhibitory factors culminating in e-shop patronage inhibitory model. Practice and theoretical implications of the findings were discussed.

Item Type: Article
Uncontrolled Keywords: e-shopping; electronic shopping; e-shop/s; electronic shop/s; undergraduates; Generation Y; inhibiting factors; consumer behaviour; Nigeria
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: nwokealisi
Date Deposited: 13 Nov 2023 12:17
Last Modified: 13 Nov 2023 12:17

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