Patronage of Online Bookstores by Postgraduate Students at Nigerian Universities (original) (raw)

2021

Abstract

The preference for online bookstores is increasing among students; however, research that focuses on online bookstores has not been given attention in the Nigerian university context. This study examined, through empirical analysis, the patronage of online bookstores by postgraduate students at Nigerian universities. A survey design was adopted using a questionnaire to collect data from 969 postgraduate students selected from twelve universities from the South-west and South-south regions. Six research questions were developed. The findings reveal that Amazon is the online bookstore most often patronised by Nigerian postgraduate students. The books ordered most often are textbooks, fiction, and reference books. The factors driving patronage of online bookstores are convenience, the wide range of products available, the opportunity to purchase anytime and anywhere, the ability to save time, and cost advantages. Culture and censorship do not have an impact on the patronage of online b...

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