Influence of Consumer Evaluative Criteria on Online Shopping Behaviour of Staff of University of Maiduguri

Abstract

Online shopping behaviour of consumers remain significant to the success of online businesses thus, understanding the drivers of the behaviour is paramount to online marketers to sustain being the preferred choice of consumers. Numerous studies on factors that influence online shopping behaviour have been conducted in different countries around the world with varying results that are not consistent; certainly, an obvious need exists to study the online shopping behaviours of consumers in Maiduguri. Thus, based upon the rationale for the study, the influences of attitude and perceived behavioural control on online shopping behaviour of staff of University of Maiduguri is examined. A survey research was conducted on 450 staff of the University who were selected using purposive sampling while Partial Least Squares-Structural Equation Modelling was used for data analysis and hypothesis testing. The study reveals that attitude and perceived behavioural control have no influence on online shopping behaviour and recommends that Online marketers should consider studying other predictors of online shopping behaviour aside attitude and perceived behavioural control but should aim to have a more universal user experience and ease of access to accommodate as many users as possible regardless of their competence.