Factors that positively influence e-commerce adoption among professionals in Surulere, Lagos, Nigeria

Abstract

Nigeria has a large population and growing consumer class, which makes it an attractive market for e-commerce. Despite the growing appetite for e-commerce in Nigeria, data shows that most Nigerians are still lagging in e-commerce evolution by continuing to dwell on traditional ways of shopping. If the full potential of e-commerce is to be reached, it is crucial to understand professionals’ perspective on e-commerce technology, because they have the spending capacity to adopt and use this technology. This study examined the factors that positively influence the adoption of e-commerce among professionals in the Surulere area of Lagos, Nigeria. A quantitative approach using a modified UTAUT2 framework was adopted. Data was collected from professionals in the Surulere area of Lagos by means of convenience sampling. The results show that behavioural intention is significantly influenced by performance expectancy, effort expectancy, social influence, the facilitating conditions, hedonic motivation, price value and perceived trust. The regression analysis showed that the model used accounts for 65% of the variance in e-commerce adoption in Nigeria. These findings provide online retailers and the Nigerian government important factors to enhance the adoption and usage of e-commerce in Nigeria, thus enhancing efficiency and effective productivity in the Nigerian economy.