Determinants of Online Shopping among Civil Servants in Yenagoa City, Bayelsa State

Abstract

This paper examined the socio-demographic determinants of online shopping among civil servants in Yenagoa, Bayelsa State, Nigeria. To achieve this aim, several internet platforms and computer applications for online shopping were explored. The study adopted the Theory of Reasoned Action (TRA) by Martin Fishbein and Icek Ajzen (1975, 1980). Data were collected through structured questionnaire administered to 160 civil servants from five selected government institutions. The data were analysed using descriptive (percentages and tables) and bivariate statistics (chi-square crosstab). Findings from the study indicates that age (p<0.007), ethnic groups (p<0.001), position in the civil service (p<0.007), ownership of internet enabled phones (p<0.007), and ownership of laptop (p<0.007) were the major socio-demographic and economic determinants of online shopping, with Jumia (67.5%) being the most patronised online shopping platform. Also, the major challenges of shopping online revealed by the study include; no refunds (46.3%), delivering wrong products (45%), and online fraud (40.6%). Additionally, shopping online is mostly done using phones (65.6%) amongst civil servants with middle income (60%), while electronics/computers (60.6%), clothing/footwears (50.6%), and home appliances (43.1%) were the most shopped items online. Given the findings, from the study, it is recommended that online retailers should accept responsibility for wrong items and products delivery, and make necessary refunds if the customer so desires. In addition, given the rate of fraud in online payments, the pay-on-delivery service which is mainly available in Lagos, should be extended to other cities.

Keywords: Determinants, online shopping, Civil servants, Theory of reasoned action, Yenagoa.