DIGITAL PSYCHOLOGY AND PURCHASING DECISION OF ONLINE RETAILERS CUSTOMERS: A STUDY OF POSTGRADUATE STUDENTS OF COVENANT UNIVERSITY, OTA
Loading...
Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The outcomes of this study have widened the horizon of the general public on what really the
concept of digital psychology is in the context of marketing professions and its influence on
consumer purchasing decisions. The study was targeted at eliciting information from the
respondents on the effects of digital psychology on consumer purchasing decisions with specific
focus on Post graduate students in Covenant University. The rationale of this study is to ascertain
if psychological innovation influences consumers’ retention to a large extent; determine the extent
to which influencer marketing influences customer acquisition; examine the influence of customer
learning on product adoption (use); The study adopted the descriptive survey research design. The
study relied mainly on the primary data methodology through the instrumentality of a wellstructured questionnaires distributed across the studied area. Although, 171 copies of
questionnaires were shared across the studied area, only 159 were returned and used for the
analysis. Econometrically, the study was analyzed using the univariate analysis through the
instrumentality of the Ordinary Least Square Estimation Technique. The result revealed that
digital psychology vis-à-vis Psychological innovation, Influencer marketing, Customer learning,
and Individual subjectivity exerted positive significance influence on customers' purchasing
decisions- customer retention, customer acquisition, product adoption and customer advocacy.
Consequently, the study concludes that digital psychology vis-à-vis Psychological innovation,
Influencer marketing, Customer learning, and Individual subjectivity are instrumental to
customers' purchasing decisions- customer retention, customer acquisition, product adoptionand
customer advocacy. As such, the study recommends that, there is need for Nigerian onlinemarket
space to opt for Psychological innovation if they must retain their existing customers. Again, to
acquire more customers; Nigerian online market spaces should hire Influencers that are highly
competent. Lastly, to improve product adoption, Nigerian online market spaces must ensure that
their customer learning processes are value packed.