Article Author: Awogbemi Clement Adeyeye,Ilori Adetunji, Kolawole , Joseph-Ikughur Helen Bosede

The rapid growth of internet usage and advancements in Technology has made online shopping a prevalent method of purchasing goods and services globally. Consumers’ behavior towards online shopping encompasses the attitudes, preference and decision-making processes that individuals exhibit when purchasing a product via internet. This study explored the demographic, economic, and behavioral factors influencing consumer loyalty and switching behaviors toward online brands. An online data collection through Google form on consumers’ behavioral factors, demographic information, income levels and employment status were collected. The methods used in this study include factor analysis and multinomial regression. The result of the demographic analysis revealed that respondents were predominantly young (62.7% aged below 35 years), male (66.3%), and possess low to moderate income levels, with 47.6% earning less than N150,000. Brand loyalty patterns indicated that 34.5% of respondents were loyal to specific retailers, 38.1% exhibited no specific loyalty, and 27.4% frequently switched between retailers. Key findings showed that income and age significantly influenced brand loyalty. High-income earners were significantly more likely to be loyal, while younger respondents (below 55) exhibited lower loyalty levels. Behavioral factors like decision-making, attitudes, and motivations, although impactful for purchase decisions, did not significantly affect loyalty or switching behaviors. Similarly, gender, employment status, and income levels, apart from the high income earners category, lack significant association with loyalty or switching tendencies. Age emerged as a critical predictor, with older respondents (55 and above) being more likely to exhibit loyalty or switch retailers. The findings highlighted the importance of targeted strategies focusing on age and income to enhance consumer retention and satisfaction in online shopping contexts.

Keywords: Consumer Behavior; Consumer Loyalty; Factor Analysis; Multinomial Analysis; Online Shopping

Article Review Status: Published

Pages: 14 - 22

Download PDF