Marketing and Branding Research

Abstract

Conventional shopping affords the customer the convenience of not losing their monies to
hackers and scammers and carrying out a transaction in a familiar shop environment,
irrespective of the shop location. The unprecedented development in telecommunication/
Information Communications Technology (ICT) has made direct purchase and sale of goods
and services possible worldwide using the Internet, an online shopping website in Nigeria. For
example, many customers and prospects engage in multi-billion Naira transactions daily in
Jumia.com.ng and konga.com. The essence of trust in this platform becomes inevitable, based
on the virtual nature of all transactions. This study aims to examine the effect of customer trust
and purchase decisions on online shopping in Nigeria. The study clarifies that internet hopping
could flourish easily where there is less risk factor, proof of effective service quality delivery,
and unbridled evidence of trust in the service providers' ability to deliver. The descriptive
methodology was adopted for the study, and 277 questionnaires were administered to
respondents, mainly online customers of jumia.com.ng. Correlation analysis was used to
analyze the underlying variables of the study. The results revealed that there is a positive
interrelationship between online shopping and trust in Nigerian. The study concludes that online
service providers need to entrench trust amongst customers and exclude all risk factors that
could be inimical to the growth and development of online hopping in Nigeria