RESEARCH ON CONSUMERS BEHAVIOR TOWARDS DOING ONLINE SHOPPING

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 re ... continue reading->

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