Attitude Of University Students Towards Online Shopping

The research examines the attitude of University students towards online shopping. Survey research method was used coupled with 200 respondents that were drawn among the students of Unilag, Akoka Lagos of which 193 copies were returned. Findings show that with advancement in technology particularly social networking and online stores, it has facilitated online shopping among the youth whereas, Lack of trust, absent of physical interaction and fair of being deceived and duped have been identified as some of the challenges facing online shopping all over the world especially in Africa and Nigeria in particular because it is relatively new to them. The data collection instrument for this research work is mainly based on the use of data from primary sources. Questionnaires administration and interview (personal). The statistical techniques of percentages and chi-square were used for the analysis of the questionnaires and hypothesis respectively. The data generated through the questionnaires were analyzed through the use of tables and percentages to enhance easy representation, classification and interpretation of collected data. It was recommended that Online payment for products and services such as money perfect, credit card, debit card, online signed cheque and other should be protected while many easier payment options should be designed to make online payment easier, effective and fraudulent free.

Introduction

1.1 Background of Study

The level at which internet has changed the world is tremendous and cannot be overemphasized. According to Oresanya and Oresanya (2016)who opined that it has never been easier to access information through many media, which have made the world to be regarded as a global village. The Internet possesses enormous amount of information which makes it one of the most valuable tools available to the individual for research and education. It simplifies tasks, makes jobs easier, and more importantly has become a great tool employed to avoid the hassles of banking, providing the opportunity for transactions to be made quickly and safely. This technology and the knowledge on how to apply it in the area of business gave rise to the concept of electronic commerce (Mirescu, 2010).

According to Ayo, Adewoye and Oni (2011), electronic commerce, otherwise called e-commerce, is the use of the Internet for marketing, identification, payment and delivery of goods and services. It involves the transmission of funds and data over an electronic network and is one of the criteria of revolution of information and communication technology (ICT) in the field of economics (Yaser, 2013). This alternative and revolutionary way of conducting business has provided opportunities for organisations to reach consumers in a very direct way while enabling consumers" immediate access to these electronic markets. It has dramatically reduced many limitations of traditional commerce, chief of which is geographical constraint and locational importance, as retailers are now able to sell their products all over the world (Kareem, Owomoyela and Oyebamiji 2014).

For many people, e-commerce has become one of the preferred ways of shopping because of its ease and convenience. Customers are able to access details and descriptions of products or services they intend to buy from the online catalogue and thereafter make a purchase at any point in time, all from the comfort of their homes. Furthermore, e-commerce provides buying options that are quick, convenient and user-friendly with the ability to transfer funds online, which help customers to save time. This has been a catalyst to accelerate economic growth in many developed countries around the world.

According to Lawal and Abdulkadir (2012), the adoption of business-to-business e-commerce in developing countries differs greatly from developed countries considering that developing countries often lack the necessary financial, legal and physical infrastructures for the development of e-commerce. However, the statistics reported by Media Reach OMD (2014) reveal that Nigeria has recorded a growth rate of 102% in Internet adoption and usage between 2009 and 2013. As at September 2015, Nigeria was recorded to have over 97 million Internet users (NCC, 2015).

Attitudes have been known to play a significant role in the adoption of a technology or innovation. Through motivation and perception, attitudes are formed and consumers make decisions (Haque, Sadeghzadeh and Khatibi, 2006). Considering that online shopping is still at its infant stage in Nigeria, there is a need to examine consumers" attitudes towards the online shopping platform and the factors that influence these attitudes.

A 2014 report by Nielsen Group stated that millennials (that is, persons between ages 21-34) made up to 50% of the respondents who made plans to make an online purchase across every product category measured in the Nielsen"s Global Survey of E-commerce. Kaymu (2015) reported that persons aged 18-34 years constituted 69% of the customers in Nigeria who visited the online shop and are more interested in shopping online more than the other age groups. The majority of this group falls into the category of undergraduate students in institutions of higher education (Emeka-Nwabunnia, Ibeh and Ogbulie, 2014; Okebukola, 2008).

Mohd Suki et al. (2006) conducted a study among Malaysian students and found that they enjoyed purchasing books/journals/magazines through the internet. ACNielsen also reported that, across the globe, the most popular items purchased on the internet are books 34%, followed by videos/DVDs/games 22%, airline tickets/reservations
21% and clothing/accessories/shoes 20% (ACNielsen, 2005).

Considering that Internet shopping, is still at the earlystage of development, little is known about consumers" attitudes towards adopting this new shopping channel and factors that influence their attitude toward (Haque et al., 2006). The consumers" attitude towards online shopping is known as the main factor that affects e-shopping
potential (Michieal, 1998). Attitudinal issues are also thought to play a significant role in e-commerce adoption. That means that, through motivation and perception, attitudes are formed and consumers make decisions. Thus, attitudes directly influence decision making (Haque et al., 2006).

Attitudes serve as the bridge between consumers" background characteristics and the consumption that satisfies their needs (Armstrong and Kotler, 2000; Shwu-Ing, 2003). Because attitudes are difficult to change, to understand consumers" attitudes toward online shopping, can help marketing managers predict the online shopping intention and evaluate the future growth of online commerce.

The proliferation of online shopping has stimulated widespread research aimed at attracting and retaining consumers from either a consumer or a technology-oriented view.

Over the years, many students irrespective of their various background have seen the need to buy items from different online stores such as Jumia, Konga, OLX e.t.c. However, to establish the enumerated benefits of this online shopping, there is a need to analyze the attitude of students towards online shopping using University of Lagos students as a case study.

1.2 Statement of Problems

E-commerce is no more a strange word to any developed countries and some profound studies have been proven that ecommerce was constantly grown up in developing countries. In a related study by Hana, Mike and Parvaneh (2012) showed that expansion of online business into developing countries is the best choice since there are potential growth in developing countries rather to keep on high expectancy to the developed countries that are growing stably and facing revenue plateau.

However, it has been noted in that many online shoppers face series of problems as regard the technological idea. Findings show that with advancement in technology particularly social networking and online stores has facilitated online shopping among the youth whereas, many problems are still directly connected to their attitude to shop on these online platforms.

Some of the major challenges are Lack of trust, absent of physical interaction and fear of being deceived and duped have been identified. These challenges face online shoppers all over the world especially in Africa and Nigeria in particular because it is relatively new to them.

It is against this backdrop that this study examines the attitude of University of Lagos students towards online shopping. The study will utilize popular online platforms such as Jumia, Konga and OLX.

1.3 Objectives of the Study

The general purpose of this study is to examine the attitude of University of Lagos students towards online shopping using University of Lagos students as a case study. In line with this, the specific objectives are as follows:

To examine the familiarity of students to online shopping platforms such as Jumia, Konga and OLX

To ascertain the level at which lack of trust hinders students from making online purchase on Jumia, Konga and OLX

To determine the extent to which absence of physical interaction dissuade students from using these platforms

To know if students of University of Lagos fear being deceived and duped from online purchases

1.4 Research Questions

Do you know how to order products through online shopping?

Do you often have the fear of been duped through online shopping?

Do you have trust in online shopping?

1.5 Significance of Study

This study is significant because it is a definite attempt to examine the attitude of students towards online purchases. Since it would appear that these impacts had not been given serious thought by most studies evaluating the attitude of consumers towards online shopping in Nigeria, this study is a major empirical contribution, in this regard, to the body of knowledge as regard student attitude to online shopping. The challenges that characterize online shopping in Nigeria is very significant to the growth of the industry because it greatly hinders other parts that constitute the growing online shopping experience. Additionally, the study forms part of the database that could be used for the review of attitude of consumers and online shopping that would help in resolving the current issues affecting this upcoming industry.

1.6 Scope of the Study

This study focuses strictly on University of Lagos students using different departments in the institution. The study also focuses on attitude of UNILAG students towards online platforms such as Jumia, Konga and OLX only.

1.7 Definition of Terms

Attitude:

A settled way of thinking or feeling about something.

Online Shopping:

This is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the same product"s availability and pricing at different e-retailers.

SUMMARY, CONCLUSION AND RECOMMENDATION.
SUMMARY OF FINDINGS
The present research was designed to examine the attitude of University of Lagos State (UNILAG) students towards online shopping.

A total number of 200 students were selected randomly from different departments in the school but only 193 students returned the questionnaire.

The instrument used for the research is a questionnaire. At the end of the analysis of the result it was observed that the students do not trust online shopping, most of the students have the fear of being duped.
CONCLUSION
It was observed that the attitude of the University of Lagos State students towards online shopping is that they do not trust the effectiveness of the business transaction done during online shopping because of the absence physical interaction. Most of the students do not love to do online shopping because they have the fear of being duped and deceived.

In addition, the students mostly shopped online once in a year and patronized mostly clothing and accessories. The convenience and time-saving advantages mostly influenced their decision to shop online. Although the students had a positive attitude towards online shopping, they are likely to be constrained mostly by network instability, concern for the safety of their debit/credit card and delivered goods looking different from the ones seen online. The attitude of the students is significantly influenced by their level of monthly stipend and the constraints to shop online.
RECOMMENDATION
It is recommended that Online payment for products and services such as money perfect, credit card, debit card, online signed cheque and other should be protected while many easier payment options should be designed to make online payment easier, effective and fraudulent free.

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