Keywords
E-commerce marketing
Theory of Planned Behavior
Merchants’ willingness to participate
Lagos
Nigeria
Submitted : 2025-01-21
Accepted : 2025-02-05
Published : 2025-02-20
Abstract
This study examines the current state of merchants’ participation in e-commerce marketing within the context of the digital economy, focusing on merchants in Lagos, Nigeria. It explores the impact of behavioral attitudes, subjective norms, perceived behavioral control, and traditional transaction costs on their willingness to engage in e-commerce marketing. Grounded in the Theory of Planned Behavior (TPB) and employing a questionnaire survey, the study utilizes SPSS 23.0 and AMOS 22.0 for data analysis. The findings confirm the significant positive effects of behavioral attitudes, subjective norms, and perceived behavioral control on merchants’ willingness, as well as the significant negative effect of traditional transaction costs. The results indicate that the advancement of digital economy policies has lowered participation barriers for merchants, with factors such as behavioral attitudes, social support, and digital skills playing crucial roles in decision-making. This paper recommends enhancing the usability of e-commerce platforms, improving infrastructure, and optimizing policy support. These suggestions provide theoretical insights and practical guidance for promoting Nigeria’s digital economy and advancing research on merchants’ e-commerce behavior.
References
Federal Ministry of Communications and Digital Economy, 2020, Nigerian National Broadband Plan 2020–2025. http://ngfrepository.org.ng:8080/jspui/handle/123456789/3349
Peprah AA, Atarah BA, Kumodzie-Dussey MK, 2024, Nonmarket Strategy and Legitimacy in Institutionally Voided Environments: The Case of Jumia, an African E-commerce Giant. International Business Review, 33(2): 102169. https://doi.org/10.1016/j.ibusrev.2023.102169
Chun W, Ogwal E, 2023, E-commerce Localisation to African Markets: Canadian Multinational Enterprise Perspectives. Journal of Cultural Marketing Strategy, 7(2): 134–145. https://doi.org/10.69554/vskl8682
M2 Presswire, 2019, DHL Rolls Out E-commerce Platform to More African Markets Following Initial Success. https://dhl.africa-newsroom.com/
de Goeij C, van Weelden R, Breijer M, et al., 2022, Inefficiencies in Order to Cash Processes in the Logistics Industry: Empirical Evidence from the Netherlands. Vervoerslogistiekewekdagen, 2022: 217–230.
Zhang X, 2024, A Study on Strategies for Bridging the Digital Gender Divide through Digital Literacy Education. International Journal of Mathematics and Systems Science, 7(3): 5018. https://doi.org/10.18686/ijmss.v7i3.5018
Miao Y, Liu Y, 2023, Study on the Strategies for Promoting the High-Quality Development of China’s Digital Economy. Academic Journal of Business & Management, 5(23): 113–118. https://doi.org/10.25236/AJBM.2023.052317
Noh Y, Wang D, 2021, A Study on the Strategy of Resolving Impediments to Use of Digital Resources: The Case of Korean Public Libraries. International Journal of Knowledge Content Development & Technology, 11(3): 81–112. https://doi.org/10.5865/IJKCT.2021.11.3.081
Kim S, Ma JJ, 2019, A Study on the Digital Transformation Strategy of A Fashion Brand. The Research Journal of the Costume Culture, 27(5): 449–460. https://doi.org/10.29049/rjcc.2019.27.5.449
Hamburg I, Lütgen G, 2019, Digital Divide, Digital Inclusion and Inclusive Education. Advances in Social Sciences Research Journal, 6(4): 193–206. https://doi.org/10.14738/assrj.64.6457
Wang Y, Zhang Z, 2023, A Study on the Willingness and Factors Influencing the Digital Upgrade of Rural E-Commerce. Behavioral Sciences, 13(2): 95. https://doi.org/10.3390/bs13020095
Li B, Yin Z, Ding J, et al., 2020, Key Influencing Factors of Consumers’ Vegetable E-commerce Adoption Willingness, Behavior, and Willingness-Behavior Consistency in Beijing, China. British Food Journal, 122(12): 3741–3756. https://doi.org/10.1108/BFJ-11-2019-0834
Guo J, Hao H, Wang M, et al., 2022, An Empirical Study on Consumers’ Willingness to Buy Agricultural Products Online and Its Influencing Factors. Journal of Cleaner Production, 336: 130403. https://doi.org/10.1016/j.jclepro.2022.130403
Do AD, Ta VL, Bui PT, et al., 2023, The Impact of the Quality of Logistics Services in E-Commerce on the Satisfaction and Loyalty of Generation Z Customers. Sustainability, 15(21): 15294. https://doi.org/10.3390/su152115294
Udo GJ, 2001, Privacy and Security Concerns as Major Barriers for E‐Commerce: A Survey Study. Information Management & Computer Security, 9(4): 165–174. https://doi.org/10.1108/EUM0000000005808
Ajzen I, 1991, The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2): 176–211. https://doi.org/10.1016/0749-5978(91)90020-T
Sambamoorthi S, 2023, Consumer Perception and Awareness on E-Commerce. International Journal of Scientific Development and Research, 8(5): 1867–1870.
Kosasih A, Sulaiman E, 2024, Digital Transformation in Rural Settings: Unlocking Opportunities for Sustainable Economic Growth and Community Empowerment. Journal of Sustainable Tourism and Entrepreneurship, 5(2): 129–143. https://doi.org/10.35912/joste.v5i2.2278
Yaseen H, Dingley K, Adams C, 2015, The Government’s Role in Raising Awareness Towards E-commerce Adoption: The Case of Jordan. Proceedings of the 15th European Conference on eGovernment, 4(1), 29–43.
Dai GS, Ulgiati S, Zhang YS, et al., 2014, The False Promises of Coal Exploitation: How Mining Affects Herdsmen Well-Being in the Grassland Ecosystems of Inner Mongolia. Energy Policy, 67: 146–153. https://doi.org/10.1016/j.enpol.2013.12.033
Pavlou PA, Fygenson M, 2006, Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1): 115–143. https://doi.org/10.2307/25148720
Nur DP E, Gusrafani LS, 2021, Analysis of E-Commerce Customer Behavior: A Theory of Planned Behavior Approach. Journal of Theoretical and Applied Information Technology, 99(1): 100–113.
Widiar G, Yuniarinto A, Yulianti I, 2023, Perceived Ease of Use’s Effects on Behavioral Intention Mediated by Perceived Usefulness and Trust. Interdisciplinary Social Studies, 2(4): 1829–1844. https://doi.org/10.55324/iss.v2i4.397
Adams K, 2022, E-Commerce Adoption Strategies for Small Retail Businesses, dissertation, Walden University.
Hennart J-F, 2010, Transaction Cost Theory and International Business. Journal of Retailing, 86(3): 257–269. https://doi.org/10.1016/j.jretai.2010.07.009
Cuypers IRP, Hennart J-F, Silverman BS, et al., 2021, Transaction Cost Theory: Past Progress, Current Challenges, and Suggestions for the Future. Academy of Management Annals, 15(1): 111–150. https://doi.org/10.5465/annals.2019.0051
Wu J-H, Wang S-C, 2005, What Drives Mobile Commerce? An Empirical Evaluation of the Revised Technology Acceptance Model. Information & Management, 42(5): 719–729. https://doi.org/10.1016/j.im.2004.07.001
Venkatesh V, Davis FD, 2000, A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2): 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Ajzen I, 2002, Perceived Behavioral Control, Self‐Efficacy, Locus of Control, and the Theory of Planned Behavior. Journal of Applied Social Psychology, 32(4): 665–683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Wang N, 2007, Measuring Transaction Costs: Diverging Approaches, Contending Practices. Division of Labor & Transaction Costs, 2(2): 111–146. https://doi.org/10.1142/S0219871107000324
Parent M, Plangger K, Bal A, 2011, The New WTP: Willingness to Participate. Business Horizons, 54(3): 219–229. https://doi.org/10.1016/j.bushor.2011.01.003