Consumer Shopping Behaviour Affectors and Purchase Frequency of Selected Online Students Buyers in Lagos State, Nigeria

The Internet has revolutionized the way socio-economic activities are conducted globally. One of such activities is online shopping. The traditional shopping of visiting a store is fast being displaced by online shopping, especially in developed countries, where many customers shop online. However, the pace and rate of online shopping are slow in Nigeria despite the rising population of Internet users. The objective of the paper was to examine the effect of consumer shopping behaviour affectors on purchase frequency of selected online student’s buyers in Lagos state, Nigeria. Cross-sectional survey research design was employed for this study. Set of structured questionnaire on consumer shopping
behaviour affectors and purchase frequency of online student’s buyers were self-administered for the collection of the primary data. In order to get a valid sample, a group of 1,366 online student’s buyers were analyzed. A pilot study was carried out to test the validity and reliability of the research instrument using Cronbach Alpha reliability test. The data collected were analyzed using both descriptive and inferential statistics. The findings of this study revealed that consumer shopping
behaviour affectors has positive significant effect on purchase frequency of online student’s buyers. It was concluded that consumer shopping behaviour affectors affected purchase frequency of online student’s buyers in Lagos State, Nigeria, and recommended that online stores should embark on advertising campaign to break the entrenched traditional shopping habits of Nigerian consumers; governments should sensitize the general public on the importance and benefits of the Internet adoption; government, should partner with the local internet providers to make internet services available and affordable; and should make laws that protect online shoppers.