What Influences Online Shopping In Nigeria: Trust or Website Quality?

Increased access to the internet and mobile phones has led to an increase in online shopping. However, online retail penetration is still generally low in Africa. This study investigated the relative importance of trust in vendors and perceived website quality to online shopping in Nigeria. Data was collected from a sample of workers in Nigeria’s banking industry. The results show a high correlation between trust and perceived website quality, and that both positively affect consumers’ online purchase intentions. However, perceived website quality has more weight than trust in vendors. The results suggest that trust in internet vendors alone may not be enough to spur consumers to make online purchases in certain markets. The results also suggest that consumers do not really differentiate between trust in vendors and perceived website quality. These findings are particularly useful to online vendors and foreign companies that want to offer online shopping services in Nigeria and sub-Saharan Africa.