Effect of Perceived Risk on Online Buying Behaviour Among Undergraduate Students in Ahmadu Bello (Abu) University Zaria
WASILATU Garba Abdullahi,
Salau Zailani BABANGIDA,
FATIMA Abdullahi Mahdi
et al.
Abstract:The electronic commerce (e-commerce) has shown an upward trend in Nigeria, providing online transaction platform for both domestic and global markets which benefits businesses and consumers. A comprehensive understanding of how perceived risk influence online buying behaviour is essential for e-commerce marketers to gain a competitive advantage. Therefore, this study examines the effect of the perceived risk dimension on online buying behaviour among undergraduate students in ABU Zaria. The study used the part… Show more
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