PERCEIVED IMPACT OF DIGITAL EXCLUSION ON CONSUMERS’ INTENTION TO PURCHASE ONLINE IN ANAMBRA STATE
Abstract
The survey research design was adopted to examine the impact of digital exclusion on consumers’ intention to purchase online in Anambra State. Two research questions were raised to guide the study. The population comprised all the consumers that purchase online in Anambra State, while the sample size of 384 was determined using the sample size calculator software formula. A researcher-developed questionnaire containing 22 items was used to collect data from the respondents. The instrument was validated by three experts from the Faculty of Education, Nnamdi Azikiwe University, Awka. The instrument was pilot tested using 20 consumers that purchase online in Delta State who were not part of the study population. This was done to ensure the reliability of the instrument, and the data collected was analyzed using Cronbach’s Alpha, which yielded an overall reliability coefficient of 0.73.
Data were analyzed using mean and standard deviation. The findings indicated that accessibility factors as well as affordability factors impacted consumers’ decisions to purchase online. Based on the findings, it was recommended, among others, that e-commerce platforms should invest in user-friendly website interfaces and mobile applications optimized for low-bandwidth connections.
Keywords: Digital, Exclusion, Digital Exclusion, Consumer, Online Purchase
Moore, Nwaamaka
Dr. Anyaeneh, Vivian, K.
Commerce & Co-operative Education Department,
School of Business Education,
F.C.E. (T), Umunze