Oti, Joy (2021) An integrated framework for consumer adoption of e-commerce in Nigeria : legal insights from the technology acceptance model. PhD thesis, University of Warwick.

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Abstract

The level of consumer e-commerce adoption in Nigeria remains low due to overwhelming preference for offline transactions. A common reason for this preference is the uncertain nature of e-commerce, which creates risk perceptions that negatively impact on consumer confidence in the online marketplace. This research aims to improve consumer confidence in Nigerian e-commerce by proffering pragmatic measures that have the potential to minimise the impact of perceived risks factors, using law as a tool. It also seeks to explore the contributory influence of extra-legal factors inextricably bound to the context of laws.

Unfair contract terms, e-payment security and issues associated with the physical delivery and cancellation of online purchases, are identified as the central research problems which create risk perceptions. This research argues that existing laws which purport to control these three issues are inadequate, especially, since Nigeria has no law that expressly protects the online consumer. To address these issues, a comparative and doctrinal approach is followed when clarifying the scope of existing rules, filling identified gaps and formulating bespoke policies for Nigeria using the UK and Chinese laws as models.

To ensure that effective laws are formulated, there is need to understand consumer online purchasing behaviour using empirically tested frameworks specifically designed for users of information systems. This thesis develops a unique research framework derived from the TAM to help rationalise the effect of laws on consumer online purchasing behaviour. Here, ‘awareness’, ‘trust in online merchants’ and ‘perceived risks’ are employed as legal-related variables, while ‘facilitating conditions’ and ‘culture’ are used as extra-legal variables that depict the socio-economic and cultural contexts of subject jurisdictions.

Using existing empirical reports, this research finds that although Nigerian consumers generally perceive e-commerce as useful and view online shopping as easy, transactions are often not completed due to the negative influence of facilitating conditions and culture on their behavioural intention. A majority do not trust online merchants while the few who are aware of laws perceive it as generally ineffective. However, when compared to the UK and China, the results positively vary. This research, thus, concludes by proposing adequate policy responses specifically designed to suit Nigeria’s unique context, drawing on lessons from the TAM findings and the UK and Chinese legal regimes.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HF Commerce K Law [Moys] > KR Africa
Library of Congress Subject Headings (LCSH):	Electronic commerce -- Law and legislation -- Nigeria, Nigeria -- Commerce, Consumers -- Nigeria, Consumer behavior -- Nigeria
Official Date:	October 2021
Dates:	Date Event October 2021 UNSPECIFIED
Institution:	University of Warwick
Theses Department:	School of Law
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Bisping, Christopher
Format of File:	pdf
Extent:	xxi, 437 leaves
Language:	eng

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