Online shopping has been a growing phenomenon in the world, most especially amongst countries possessing highly developed infrastructure available for marketing activities through the internet. Today, internet is not only a networking media, but also a global means of transaction for consumers. Although online shopping is already a well-studied topic, less attention has been given to developing countries such as Nigeria.
The patronage level of online student-buyers has been affected by numerous risks such as product and financial risk leading to a decline in service quality. Hence, this study examined the effect of consumer shopping behaviour affectors on service quality of selected online student-buyers in Lagos state, Nigeria. Cross-sectional survey research design was adopted. The population was 69,951 online student-buyers of selected private and public Universities in Lagos State. A sample size of 1,177 was determined using Cochran formula. Multistage sampling was adopted. Data were analyzed using descriptive and inferential statistics. Findings revealed that consumer shopping behaviour affectors had significant effect on service quality of online student-buyers in Lagos State, Nigeria (Adj. R2= 0. 278,F (5, 1171) = 91.352, p < 0>
The study recommended that the management of online stores should improve on consumershopping behaviour affectors such as social factors that directly increase patronage of online student-buyers.