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Journal of Emerging Markets and Management

An Empirical Investigation on the Variables Affecting Electronic Commerce Adoption in Nigeria

DOI:

https://doi.org/10.63385/jemm.v2i2.407

Keywords:

Descriptive Statistics, Digital Transformation, E-Commerce Adoption, Nigeria, Online Commerce, Technology Acceptance

Abstract

This empirical study examines the important factors impacting enterprises' e-commerce deployment in Nigeria using the Unified Theory of Acceptance and Utilization of Technology and the Technology–Organization–Environment framework. While these models have been widely utilized in a variety of contexts, they may not include all of the characteristics necessary for the e-commerce market. To close this gap and improve their explanations of users' decisions to embrace and use e-commerce, the study introduced new characteristics that can help organizations make successful digital transformations while also increasing the model's ability to characterize consumer e-commerce acceptance behaviour. A quantitative survey of 336 respondents was carried out utilizing the convenience sample technique to obtain measurable data for the investigation of relationships between multiple influencing variables. Data was analysed using descriptive and inferential statistics methods. The findings revealed that, while effective e-commerce implementation could significantly improve the socioeconomic well-being of businesses and consumers, insufficient Information and Communication Technology (ICT) infrastructure, poor internet connectivity, concerns about transaction security, high internet service costs, and e-commerce technology implementation all pose significant barriers to mainstream e-commerce adoption and utilization in Nigeria. To improve living standards and promote inclusive economic growth, the study recommended that the government and network providers address the barriers to e-commerce adoption, such as insecurity, high data subscription fees, electricity, and poor network services.

References


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    Copyright (c) 2026 Abdulkarim Yusuf

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