Business-to-consumer e-commerce in Nigeria: Prospects and challenges
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The growth of Internet usage in Nigeria continues to increase, recording over 90% growth rate between
2000 and 2008. While businesses in Nigeria are reported to have online access with opportunity for ecommercial
activities, customers in the country however access business websites only to source for
information but make purchases the traditional way. This paper aims at assessing the prospects and
challenges of Business-to-consumer (B2C) e-commerce implementation in Nigeria from the consumers’
perspective. Survey research was adopted for this study. Research hypotheses were formulated and
questionnaire designed and administered randomly to 900 respondents. Collected data was used to
evaluate the acceptance of B2C e-commerce using the extended technology acceptance model (TAM).
The extended TAM combines task-technology fit, relationship related construct: trust and risk, and the
two TAM constructs to determine factors influencing consumer acceptance of B2C e-commerce in
Nigeria. Findings revealed that there are significant relationships between the model variables. Tasktechnology
fit and perceived usefulness have significant relationships with intentions to use, having a
correlation coefficient of 0.2623 and 0.2002 respectively. Similarly, the interrelationship among trust,
perceived risk, and behavioral intention are significant. The effect of risk on trust was statistically
showing that risk is a predictor of trust. Risk has a high significant on trust and trust in turn has low
significant effect on behavioral intention. Adding TTF and its relationships to the TAM also fit the data.
The relationship between task-technology fit, perceived ease of use, perceived usefulness and intention
are significant.
Keywords
QA75 Electronic computers. Computer science