An Assessment of Consumer Buying Behavior in Online Retailing: A Case Study of Wakanow in Sokoto State
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Background of the Study
Consumer buying behavior in online retailing has evolved significantly with the growth of e-commerce platforms. Factors influencing online purchasing decisions include convenience, price comparison, trust in the platform, and the availability of secure payment options (Chaffey & Ellis-Chadwick, 2023).
Wakanow, a leading online travel agency in Nigeria, offers services such as flight booking, hotel reservations, and vacation packages. In Sokoto State, where digital adoption is gradually increasing, understanding consumer buying behavior on platforms like Wakanow is critical for improving service delivery and customer satisfaction (Oluwaseyi & Musa, 2024).
This study examines consumer buying behavior in online retailing, focusing on Wakanow’s operations in Sokoto State.
Statement of the Problem
Despite the growth of online retailing, consumer buying behavior on platforms like Wakanow is influenced by challenges such as low digital literacy, trust issues, and limited access to internet services. In Sokoto State, these challenges hinder the adoption and use of online retailing services (Adamu & Ibrahim, 2023).
This study investigates the factors influencing consumer buying behavior on Wakanow, providing insights for addressing barriers and enhancing user experience.
Objectives of the Study
- To assess the factors influencing consumer buying behavior on Wakanow in Sokoto State.
- To identify challenges hindering online retail adoption in Sokoto State.
- To propose strategies for improving online retail experiences for consumers in Sokoto State.
Research Questions
- What factors influence consumer buying behavior on Wakanow in Sokoto State?
- What challenges hinder the adoption of online retailing in Sokoto State?
- What strategies can enhance the online retail experience for consumers in Sokoto State?
Research Hypotheses
- Consumer buying behavior is not significantly influenced by trust in the platform.
- Digital literacy significantly impacts consumer buying behavior in online retailing.
- Internet accessibility does not significantly mediate the relationship between consumer behavior and online retail adoption.
Scope and Limitations of the Study
This study focuses on consumer buying behavior on Wakanow in Sokoto State, examining influencing factors and challenges. Limitations include access to consumer data, varying levels of digital literacy, and external factors such as technological infrastructure.
Definitions of Terms
- Consumer Buying Behavior: The decision-making process and actions of consumers when purchasing goods or services.
- Online Retailing: The process of selling products or services through online platforms.
- Digital Literacy: The ability to effectively use digital tools and platforms for various purposes.
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