The Mediating Effect of Consumer Trust on the Relationship between Online Shopping and Consumer Satisfaction

Evidence from Consumers of Online Retail Market in Nigeria

Abstract

This study seek to examined the mediating effects of consumer trust on the relationship between online shopping and consumer satisfaction: evidence from consumers of online retail market in Nigeria as a conceptual paper of a future study based on the review of literatures related to online shopping, consumer trust and consumer satisfaction. Some dimensions of online shopping are identified that have effect on consumer satisfaction with the intervention of customer trust and those factors are considered in the proposed research model. The dimensions outlined in the study are analysed using theoretical framework of Technology Acceptance Model (TAM), Expectancy Disconfirmation Theory (EDT), and Stakeholder Theory. The result of this future research may provide information relevant to consumers that purchase products in online retail marketplace in Nigeria more especially those owned by merchants in order to enhance their performance, revenue generation and profitability. It will also be relevant to owners and policy makers who design support mechanism and schemes to promote the establishment and growth of online shopping businesses. The study recommended that, more research is needed using other variables to produce better understanding and explanations of dimensions of online shopping that will assists in improving and enhancing consumer satisfaction with the intervention of consumer trust of online retail marketplace consumers in Nigeria.