E-commerce Dynamics: What Drives Nigerian Consumers to Use Facebook Marketplace?

Abstract

The main objective of this study was to consider the factors that drive Facebook marketplace patronage in Nigeria. This cross-sectional study adopted a descriptive survey research design. The population of the study comprised users of Facebook marketplaces in Nigeria. For the sample size, the minimum sample calculations were used to select 240 respondents through convenience sampling. The study's stated hypotheses were tested using regression analysis with SPSS Version 25.0. Findings revealed that perceived usefulness exerts a positive and significant effect on Facebook marketplace patronage in Nigeria, and perceived ease of use has a positive and significant impact on Facebook marketplace patronage in Nigeria. Also, perceived risk was found to have a negative and significant effect on Facebook marketplace patronage in Nigeria in this study. The study recommended that Facebook marketplace users must increase online trust by offering many options that breed confidence, such as quick and prompt product delivery, cash-on-delivery options, honesty, and truthfulness, in order to ease users' perceived risks.