SOURCE:

Faculty: Management Sciences
Department: Marketing

CONTRIBUTORS:

Omodafe, U. P.
Nwaizugbo, I. C.

ABSTRACT:

The study examined the moderating effect of career on women online shopping adoption with a view to ascertaining whether engaging in a career at the top management level influences their buying dispositions to adopting online shopping. Data for the study were gathered from 356career women in active public service in South-South, Nigeria through structured questionnaire and also from secondary data sources. The simple random sampling technique was used in selecting the secondary sampling units for the study. The study which is anchored on the TAM, OSAM and UTAUT models explored five constructs and evaluated a proposed model explaining the moderating effect of career and the relationship between them. The hypothesized relationships among the constructs of the model were tested using theStatistical Package for Social Sciences (SPSS) software (version 22) for data entry and preliminary analysis while SmartPLS 3.2.7 was used in the validation, reliability and structural equation modelling (SEM) at 0.05 level of significant. The findings revealed that career with its attendant exigencies moderates the influence of perceived risk, perceived usefulness, performance expectancy and internet self-efficacy in online shopping adoption decisions among career women while social influence is partially supported and validated from the analysis. The study concludes that the proposed model would serve as arelevant theory that will be helpful in understanding the adoption decisions of career women in working and shopping environments. The study recommends that continuous patronage of online shops by career women can only be guaranteed with improvements in online shopping sites in order to attract and increase traffic to them.