PREDICTIVE ROLE OF QUALITY OF SERVICE ON ONLINE SHOPPING PREFERENCE IN ANAMBRA STATE, NIGERIA

Abstract

The study investigated predictive role of quality of service on online shopping preference inAnambra State, Nigeria. Participants in the study comprised 329 adults drawn from three commercialcities: Awka, Nnewi and Onitsha in Anambra State, Nigeria. The participants consist of 116(35.3%) malesand 213(64.7%) females. The ages of the participants ranged from 18 to 51 years. The mean age was 39.45,and standard deviation was 9.19. Purposive and incidental samplings were used to select the cityparticipants. Measuring instruments were Quality of Service Scale, and Online Shopping Preference Scale.The study adopted a correlational design and Multiple Linear Regression statistics. Results showed thatquality of service dimensions such as tangible at (F7, 321), β= -3.49, reliability at (F7, 321), β= -3.07, andresponsiveness at (F7, 321), β= -.24 had positive significant predictive effect on online shopping preference,while assurance at (F7, 321), β= .67, and empathy at (F7, 321), β= .49, p<.05 had negative prediction on onlineshopping preference. The outcome of the study suggests that online stores need to consider the integrationof quality service delivery such as tangible, reliability, responsive, assurance, and empathy and integrityin their services. This will inspire consumers to prefer and patronize online product.