EKSU Journal of the Management Scientists
An Investigation of Socio-demographic Factors Influencing the Adoption of e-commerce: Perspective of Residents within Lagos State Metropolis
Abstract
This study investigated socio-demographic factors influencing the adoption of electronic commerce (abbreviated as e-commerce). The study used descriptive research design, using quantitative technique. A total of 421 respondents were selected through purposive and convenience sampling techniques. Self-completed questionnaire was used to elicit responses from the respondents’ who are residents within Lagos state metropolis. Data collected were analyzed using descriptive statistics and Generalized Linear Model. Results of the analysis revealed that all the four socio-demographic factors, namely: gender, age, level of education, and income significantly predicted adoption of electronic commerce. Specifically, gender (β= .110, X2=4.741, p= .029), age (β= .152, X2=39.969, p= .000), educational qualification (β= .374, X2=50.738, p= .000), and income (β= .110, X2=31.098, p= .000). The study concluded that consumer socio-demographic factors can promote or hinders adoption of online shopping and symbolizes important trend concerning consumer behaviour. Findings of the study offer analytical approach for assessing how consumer socio-demographics influence adoption of electronic commerce. The study contributed to the literature and business practice by incorporating a vital aspect of consumer (socio-demographic) towards online shopping. The study recommends that online vendors should repeatedly update their knowledge and understanding of basic consumer socio-demographic characteristics so as to strengthen consumer adoption of online shopping.
