What Motivates Consumers to Shop Online? An Empirical Study on Kano City Nigeria

Abstract

Shopping has become inevitable activity in modern society. There are several means of shopping, i.e. traditional and online shopping. Although, the technology evolved over the years, however, peoples take more times to accepted and adopted it in their daily life. Motivations to engage in retail shopping includes both utilitarian and hedonic dimension. Business conducted over the internet (web-shopping) provide an expanded opportunities for firms to come-up with cognitively and esthetically rich shopping environment in way and manner not readily imitable in none electronic shopping. In this study, Basic Necessity, Fun, price, trust, privacy, and convenience was identified as the main motivational factors. Furthermore, attitudinal model was also looked at; integrating construct drives from model of web-behavior.