ONLINE SHOPPING EXPERIENCE AND CUSTOMERS SATISFACTION OF RETAIL STORES IN PORT HARCOURT, RIVERS STATE, NIGERIA

Authors

  • Azuonwu Benneth Elekwachi (Ph.D)
  • Akenbor, Lucy C. (Ph.D)

Abstract

This study investigates the relationship between online shopping experience and the satisfaction associated with the patronage of online shops rather than the conventional shops (offline shops). The researcher employed five (5) dimensions of online shopping experience, namely convenience, product variety, reliability, service quality and repeat purchase towards technology acceptance for customer’s satisfaction. The aim of the research work is to create a model based on technology acceptance and to investigate online shopping experience of customers and their purchase satisfaction. The shared experience in online shopping result from learning behaviour. The enabling process involves number of important influencing factors such as attitude towards internet shopping. The study investigates factors that impact buyer’s behaviour during online shopping at any E-commerce business site. The study is limited to secondary research based on magazines, newspapers, journals and other forms to determine buying behaviour in Port Harcourt. Lack of customer acceptance towards new technology remains a big challenge, poor power supply and bad network for the marketers. The internet users in Port Harcourt increase at a phenomenal rate during event periods but adoption of online shopping is still slow.  Website design helps easy access of site, variety of product comparability, fast delivery service, increases in quality of service and information availability while convenient is the most important motivating factor. This indicates that was found to be positively related with customers’ satisfaction, product variety and product reliability were found to be negatively related with customers’ satisfaction. Based on the above, we recommend online shops should strive to improve on their website for convenience and reliable for online shoppers in order to engender repeat purchase behaviour and government to sustain a constant power supply with strong network.

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Published

2024-03-31

How to Cite

Benneth Elekwachi (Ph.D) , A., & Lucy C. (Ph.D), A. . (2024). ONLINE SHOPPING EXPERIENCE AND CUSTOMERS SATISFACTION OF RETAIL STORES IN PORT HARCOURT, RIVERS STATE, NIGERIA. BW Academic Journal. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/1827