UNDERSTANDING ATTITUDES OF URBAN YOUTHS TOWARDS ONLINE SHOPPING: EVIDENCE FROM LAGOS AND IBADAN CITIES OF NIGERIA

Abstract

The study examined the attitude of urban youths towards online shopping as evidenced from Lagos and Ibadan cities of Nigeria. Primary data were collected using a well-structured questionnaire from one hundred and twenty respondents using convenience sampling technique. Descriptive statistics and cross-tabulation were used to analyse data collected.

The result showed that majority of the respondents had tertiary education, single and still active. Most of the youths always use online platforms for shopping in Nigeria and prefer it than using foreign sites. Jumia was the most preferred online shopping mall followed by Konga. Response on attitude towards online shopping in Nigeria was positive with strong agreement as expected.

It was recommended that internet access should be improved upon for everyone to boost e-commerce and that online vendors should improve offering to maximize the potential benefits of the booming market.