MODERATING EFFECT OF PRODUCT ATTRIBUTES AND CONSUMERS' EXPERIENCE OPINION POLL OF ONLINE SHOPPERS IN NIGERIA

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dc.contributor.authorOMOLEKAN, Olushola Joshua Ph.D.
dc.date.accessioned2024-05-02T10:40:57Z
dc.date.available2024-05-02T10:40:57Z
dc.date.issued2021
dc.description.abstractOnline shoppers perceived opinion on online products varies based on their experiences. The gap expectation variance between the screen displayed and actual products usually occurred in product colour, shape, taste, size. quality price, usability and fitness which affect consumers' satisfaction and trust. Thus, this study examined the influence of product attributes on consumer experience of online shoppers in Nigeria. The latent variables of the study was mediated by consumer demographic attributes to check if there is any significant effect. Survey designed was adopted for the study. The population of the study were active online shoppers in Nigeria. Sample size determination formulae for proportion was used to determine 384 sample size. Structured validated questionnaire was used to elicit information from the respondents through survey monkey online tool with average variance extracted (AVE) as a test of both convergent and divergent validity of more than 0.50, with Cronbach alpha of 0.79 and composite reliability of 0.82. Partial least square algorithms and bootstrapping techniques was used to analyzed the data with the aid of SMARTPLS3. The findings revealed that the identified tangible and intangible product attributes are significant in predicting consumer experience of online shoppers in Nigeria with R² of 0.442, t-value greater than 1.96 and p-value less than 0.05 while consumer demographic variables does not significantly mediate consumer experience. The study concluded that product attributes influence consumers' experience with negative effect mediation from demographic attributes. The study recommended that online retail outlets need to focus on product usability, product fitness, exact product colour display, productprice and shape to enhance consumers 'expectation and satisfaction to encourage repeat patronage.
dc.identifier.citationOMOLEKAN, O.J. (2021) Moderating effect of product attributes and consumers’ experience: Opinion poll of online shoppers in Nigeria. Ilorin Journal of Marketing, 7(1), 15 – 30, Published by the Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria
dc.identifier.issn2465-7417
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/13175
dc.publisherDEPARTMENT OF MARKETING, FACULTY OF MANAGEMENT SCIENCES, UNIVERSITY OF ILORIN, ILORIN, NIGERIA
dc.subjectProduct attribute
dc.subjectOnline shoppers
dc.subjectConsumer experience
dc.subjectDemographic attributes
dc.subjectOnline products
dc.titleMODERATING EFFECT OF PRODUCT ATTRIBUTES AND CONSUMERS' EXPERIENCE OPINION POLL OF ONLINE SHOPPERS IN NIGERIA

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