Title: Extending UTAUT model to explore factors for online shopping acceptance in Kano State, Nigeria: a qualitative study

Authors: Pawan Kumar; Muhammad Umar Usman

Addresses: Mittal School of Business, Lovely Professional University, Punjab, India ' Mittal School of Business, Lovely Professional University, Punjab, India

Abstract: Presently, shoppers' attention is shifting to shopping through online mode globally. Online shopping phenomenon has become a popular mode of shopping among consumers globally. Remarkably, online shopping in Nigeria has indicated tremendous growth in recent years. However, as compared to the Southern and Eastern parts of Nigeria leading in online retailing, Kano State is still in its initial stage of development. The purpose of this paper is to explore the factors influencing consumers' intention towards online shopping acceptance in Kano perspective. The study was designed as a qualitative analysis, and data were collected using one-to-one interview. Purposive sampling technique was employed to select a sample of 20 postgraduate students and qualitative content analysis was used for analysing the interview data. Findings indicate that convenience, internet accessibility, time saving, ease of use, security, delivery, attitude and awareness are the major factors influencing the acceptance of online shopping. The paper provides more insights, contribute to the knowledge of academics and will be helpful to online marketers in designing appropriate marketing strategies.

Keywords: online shopping; UTAUT model; UTAUT; consumer behaviour; qualitative study; shoppers' intention; Nigeria.

DOI: 10.1504/IJPSPM.2024.138761

International Journal of Public Sector Performance Management, 2024 Vol.13 No.4, pp.574 - 584

Received: 20 Dec 2019
Accepted: 01 Jul 2020
Published online: 31 May 2024 *

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