WEBSITE APPEARANCE AND CUSTOMER LOYALTY IN ONLINE SHOPPING IN NIGERIA: THE MODERATING ROLE OF AGE AND EDUCATION
Abstract
This study examined the role of age and education in moderating the relationship between website appearance and customer loyalty in online shopping in Nigeria. The survey research design was adopted, and purposive sampling technique was used in selecting the respondents. A structured questionnaire was used in collecting primary data from members of the population who engaged in online shopping in the last one year. The questionnaire was administered online, and 353 online shoppers supplied useful data for analysis. Data analysis was performed using descriptive and inferential statistics. Specifically, hierarchical regression was used to test the hypotheses at 0.05 level of significance. Findings revealed that age and education significantly moderated the relationship between website appearance and customer loyalty. Based on the findings, it was concluded that taking into consideration, the age and education level of online shoppers, while focusing on designing a good website, can enhance customer loyalty in the Nigerian online retail market. Therefore, it was recommended that Nigerian online businesses should consider the age and education level of their customers while designing their website, because, how appealing the site appears, depends on the age and education level of the users
Keywords:
Website appearance, Website design, e-service quality, online customer loyalty, online shoppingDownloads
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Copyright (c) 2024 Aniefiok Okon Akpan , Aniebiet Etuk
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