An Assessment of Electronic Commerce Usage among Students of Tertiary Institutions in Abeokuta Metropolis, Ogun State, Nigeria

Abstract

In every economy of the world, digital entrepreneurship is a fundamental part of any economy which is more of a national asset because of its contribution. Since e-commerce is a product of digital entrepreneurship, how a customer’s react or feel concerning e-commerce will determine whether the online shopping platforms will be used by such person. Problems such as lack of trust and uncertainties around online transaction and increase in cybercrime events have increased in recent time. Many buyers lack the willingness and confidence to buy from online shops due to lack of credibility of online payment platforms, the business and the business partner involved in the online transaction. Finally, several consumers have poor ICT knowledge and skills; many Nigerians’ prefers cash payment to online payment. Therefore, this study assessed the usage of electronic commerce platforms among students of tertiary institutions in Abeokuta Metropolis, Ogun state, Nigeria. An embedded mixed method design was adopted as the research design. Using a sample of six hundred tertiary institution students from four higher institutions, data were collected using two research instruments such as customers’ perception of Online Shopping Questionnaire (r = 0.83) and Customers’ Online Shopping interview guide. Also, the data collected were analysed using both quantitative (frequency & mean) and qualitative analyses (thematic analysis). Results showed that tertiary students highly perceived the usage of online shopping platform. However, its usage was marred by challenges such as delayed delivery, wrong delivery, counterfeit product, poor delivery process, poor internet service and online fraud. Recommendations were made to reveal expectations from businesses, companies and network providers to improve on the existing situation of providing goods and services to customers using the e-commerce platform.