University of Oulu

Sunday Adewale Olaleye, Ismaila Temitayo Sanusi, Fanning Stephen Mark & Jari Salo (2020) Customers' loyalty to tablet commerce in Nigeria, African Journal of Science, Technology, Innovation and Development, 12:2, 217-229, DOI: 10.1080/20421338.2019.1633096

Customers’ loyalty to tablet commerce in Nigeria

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Author: Olaleye, Sunday Adewale1; Sanusi, Ismaila Temitayo2; Mark, Fanning Stephen3;
Organizations: 1Department of Marketing, Management, and International Business, University of Oulu, Oulu, Finland
2Educational Services, University of Eastern Finland, Joensuu, Finland
3School of Business and Law, Edith Cowan University, Joondalup, Australia
4Department of Economics and management, University of Helsinki, Helsinki, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.6 MB)
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Language: English
Published: Informa, 2020
Publish Date: 2021-01-29


Consumers’ use of a variety of devices, for example desktops, laptops, tablets, and/or smartphones to conduct intelligent site searches, is advancing mobile commerce. Consumers’ choice of devices to use depends largely on their perceptions of value. Given the importance of human, cultural and personal values, this study purposefully selected Nigerian tablet consumers to better understand the factors that impact on the adoption of mobile and tablet commerce in a developing economy. A paper survey was administered to the academic community in Nigeria with (n = 312) responses. To measure the hypothesized latent constructs through the indicators that represent each of the underlying constructs, the authors embarked on three steps: a confirmatory factor analysis, partial least squares-structural equation modelling and probing the tablet commerce structural relationship by running a bootstrapping. This study filled a vacuum in the existing studies in developing countries by taking into cognizance the prominent status of mobile devices, especially tablets. Further, this study integrates the theory of trust, privacy, reputation, ease of use, and loyalty with gender moderation. The study also gives future direction to tablet commerce practitioners.

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Series: African journal of science, technology, innovation and development
ISSN: 2042-1338
ISSN-E: 2042-1346
ISSN-L: 2042-1338
Volume: 12
Issue: 2
Pages: 217 - 229
DOI: 10.1080/20421338.2019.1633096
Type of Publication: A1 Journal article – refereed
Field of Science: 113 Computer and information sciences
512 Business and management
Funding: This work was supported by Liikesivistysrahasto: [Grant Number 12-6867]; Liikesivistysrahasto: [Grant Number 12-6739].
Copyright information: © 2019 Taylor & Francis. This is an Accepted Manuscript of an article published by Taylor & Francis in African Journal of Science, Technology, Innovation and Development on 29 Jul 2019, available online: