Economic Analysis of the Determinants of Consumers’ Behaviour and E-Commerce Adoption in Adamawa State: A Case Study of Modibbo Adama University, Yola

Abstract

This study examined the determinants of consumers’ behaviour towards e-commerce. The study was pinned on the Transaction Cost Theory and Technology Acceptance Model. About 449 students and staff members of Modibbo Adama University, Yola Nigeria filled the questionnaire. The study employed Multiple Regression Analysis to determine the relationship among Perceived Usefulness, Perceived Ease of Use, Perceived Security, Privacy Concerns, Age, and E-commerce Adoption. The results showed that Perceived Ease of Use and Perceived Usefulness have positive and statistically significant relationship with E-commerce Adoption (p < 0.05). Perceived Security and Privacy Concerns have positive but statistically insignificant relationship with E-commerce Adoption. Age has a negative and statistically significant relationship with E-commerce Adoption. The study therefore recommended that policy makers should implement policies, guidelines, and mechanisms to curb the rate of privacy infringement and fraudulent activities in the digital space, thereby increasing the security of digital channels. Business organizations should enhance their websites and channels of transactions in order to increase the perceived ease of use and perceived usefulness. The results contribute to the development of economics by applying Transaction Cost Theory and Technology acceptance model to analyze factors that drive ecommerce adoption in Nigeria.