Nwosu, Precision Chiemerie and Covenant University, Theses (2022) DIGITAL PSYCHOLOGY AND PURCHASING DECISION OF ONLINE RETAILERS CUSTOMERS: A STUDY OF POSTGRADUATE STUDENTS OF COVENANT UNIVERSITY, OTA. Masters thesis, Covenant University Ota.
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Abstract
The outcomes of this study have widened the horizon of the general public on what really the concept of digital psychology is in the context of marketing professions and its influence on consumer purchasing decisions. The study was targeted at eliciting information from the respondents on the effects of digital psychology on consumer purchasing decisions with specific focus on Post graduate students in Covenant University. The rationale of this study is to ascertain if psychological innovation influences consumers’ retention to a large extent; determine the extent to which influencer marketing influences customer acquisition; examine the influence of customer learning on product adoption (use); The study adopted the descriptive survey research design. The study relied mainly on the primary data methodology through the instrumentality of a well- structured questionnaires distributed across the studied area. Although, 171 copies of questionnaires were shared across the studied area, only 159 were returned and used for the analysis. Econometrically, the study was analyzed using the univariate analysis through the instrumentality of the Ordinary Least Square Estimation Technique. The result revealed that digital psychology vis-à-vis Psychological innovation, Influencer marketing, Customer learning, and Individual subjectivity exerted positive significance influence on customers' purchasing decisions- customer retention, customer acquisition, product adoption and customer advocacy. Consequently, the study concludes that digital psychology vis-à-vis Psychological innovation, Influencer marketing, Customer learning, and Individual subjectivity are instrumental to customers' purchasing decisions- customer retention, customer acquisition, product adoption and customer advocacy. As such, the study recommends that, there is need for Nigerian online market space to opt for Psychological innovation if they must retain their existing customers. Again, to acquire more customers; Nigerian online market spaces should hire Influencers that are highly competent. Lastly, to improve product adoption, Nigerian online market spaces must ensure that their customer learning processes are value packed.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Digital Psychology, psychological innovation, influencer marketing, customer learning, and individual subjectivity, customer purchasing decisions, customer retention, customer acquisition, product adoption and customer advocacy. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | nwokealisi |
| Date Deposited: | 08 Sep 2022 13:54 |
| Last Modified: | 08 Sep 2022 13:54 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/16160 |
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