ASSESSING CAUSAL RELATIONSHIP OF E-COMMERCE ADOPTION FACTORS AMONG UNDERGRADUATE STUDENTS OF UNIVERSITY OF LAGOS

Abstract

Adoption of e-commerce applications is predisposed by a number of influences that determine its usage. This study investigated causal relationship of e-commerce adoption factors among undergraduate students of University of Lagos. The study used cross-sectional survey research design. The population of the study consisted 31408 fulltime undergraduate students drawn from 12 faculties in University of Lagos. A total of 264 valid responses were obtained from participants recruited through purposive and convenience sampling approach techniques. Questionnaire in closed-ended format was used to collect information from the participants. Eight hypotheses were tested using Pearson’s correlation analysis. Results of the analysis revealed that all the eight adoption factors consisting of perceived ease of use, perceived usefulness, perceived enjoyment, perceived site quality, security concern, previous satisfaction experience, shopping habit and trust are positively and significantly related to one another. The correlation value ranged from (r=.379 to r=.906, p<0.01). The study concluded that the eight adoption factors are pivotal to e-commerce. On the basis of the findings, the study recommended that vendors and information system developer should ensure improvement along these factors to increase usability and by extension user satisfaction of online platform.