Marketing Strategy and Consumer Trust as Predictors of Online Buying Behaviour among Users of Online Purchasing Platforms in Awka, Anambra State

Abstract

The study examined marketing strategy and trust as predictors of online buying behaviour.  Data were collected from199 users of online purchasing platforms in Awka metropolis. These comprised of 65 male (32.5%) and 134 female (67.0%). A purposive sampling
technique was used for selection of participants. The participants ranged from 11 to 43 years, with a mean age of 21.56 years and standard deviation of 3.16 years. Three selfreport survey instruments were utilized for the study: the marketing strategy scale by
Chikweche and Fletcher (2010), the consumer trust scale by Gefen et al. (2003) and the online consumer behaviour scale by Ansari (2019). Predictive correlational design was adopted for the study, while multiple regression was used for data analysis. Two hypotheses were tested and results showed that both marketing strategy and trust significantly and positively predict online buying behaviour. This implies that marketing strategy and consumer trust are important factors that can influence online buying behaviour. It was recommended that online businesses should also provide quality services in order to build consumers’ confidence and trust to engage in online shopping.