ABSTRACT

The study examined the effect of online advertisement on consumer buying behaviour; using Konga Online Shop as a case study. The project was carried out in Ikwuano Local Government Area ofAbia State, Nigeria. The sample was 120 randomly selected internet users in the study area; however, only 100 properly fdled questionnaires were used for the analysis. A well structure questionnaire was designedfor the study. Descriptive statistics and inferential statistics were employed in analyzing the objectives ofthe study. The socio economic profde ofthe internet users shows that 58% were males and the other 42%> were females. The age distribution ofthe respondents shows that the minimum age was 16 while the maximum age was 68, with an average age of38 years. The result implies that preponderance ofthe respondents were in their active age group and are knowledgeable about the use online shopping. Majority ofthe internet users (46%) were single, while 34% were married. About 11%> and 9%> were divorced and widowed. This connotes that mainstream of the respondents were single. The Pearson Correlation Coefficient ofthe effect ofonline advertisement on consumer buying behaviour gave a weak correlation coefficient of 0.468. By implication, it can be deduced that a 1% shift/increase in online advertisement will result in 46.8%> shift/increase in consumer purchase intention. The inference ofthis result is that online advertisement and customer patronage were found to be positively linked thus reducing one entails the reduction of the other. The most significant websitesfeature ofKonga online is Trustworthiness ofKonga Online Shop, followed by the simplicity to locate information on Konga website. Fear offraudulent activities was the major challenge the respondents experience while patronizing Konga online store. Some people do not still believe that online shopping is real. Many thinks is afraud. It is highly recommended that fraudulent activities should be avoided in online shopping. E-businesses should be registered with the cooperate affairs commission. Also, e-businesses, including Konga Online shop should endeavour to apply on-time delivery as to encourage regularity of visits and consumerpatronage oftheir online shop.