THE ROLE OF AGE AND EDUCATION IN MODERATING THE RELATIONSHIP BETWEEN E-SERVICE SECURITY AND CUSTOMER LOYALTY: THE NIGERIAN ONLINE SHOPPING EXPERIENCE

Abstract

This study delved into the intricate relationship between age, education, e-service security, and customer loyalty within the Nigerian online shopping landscape. Leveraging a survey research design, data were collected from 353 online shoppers who have engaged with prominent Nigerian ecommerce platforms over the past year. The Technology Acceptance Model (TAM) served as the theoretical framework underpinning the investigation. Descriptive and inferential statistical analyses, including hierarchical regression, were employed to examine the data and test the hypothesis. Findings revealed that both age and education significantly moderate the effect of eservice security on customer loyalty in the Nigerian online shopping sector. It was concluded that age and education exert a substantial moderating influence on the relationship between e-service security and customer loyalty in the Nigerian online shopping context. This implies that the impact of security on customer loyalty varies depending on the age and educational background of the online shoppers. Based on the findings, it was recommended among others that online shopping platforms should implement security measures that are adaptable to the varying needs and preferences of different age groups and educational backgrounds. This may include providing options for additional security features or customization based on user profiles.