Literature is adequately broad

2.0 CHAPTER TWO

LITERATURE REVIEW

The purpose of this chapter is to provide an overview base on the previous chapter’s
background, the problem discussion as well as overall purpose and research questions.
The goals of this literature review are: to demonstrate a familiarity with the body of
knowledge and establish credibility, to show the path of prior research and how a
current project is linked to it, to integrate and summarize what is known in areas of
study, and to learn from and stimulate new ideas.
The research will be carried out using published books and articles relating to E-
commerce and M-commerce.

2.1 E-Commerce
The definition of e-commerce found in literature is adequately broad. As such, the term
e business is sometimes used a synonym for e-commerce, however e-business refers to
any use of Information Technology (IT) within a firm while e-commerce is limited to
the selling and buying via the Internet. For instance, according to (Kalakota and
Whinston, 1997, p. 3) it clearly defines e-commerce as “the buying and selling of
information, products and services via computer networks”, the computer networks
primarily being the Internet. (Amit and Zott, 2001) states that e-commerce firms are
firms that derive a significant or rapidly growing proportion of their revenue from
transactions over the Internet. Frequently, the definition of e-commerce is regulated to
the selling and buying through the Internet, also conducting e-transactions over the
Internet. Nevertheless, e-commerce can likewise have an informational and
communicational function. For instance, (Wen et al. 2001) deliberate that the Web is
used to support, but not to replace a company’s main business activities. In the
informational and communicational approach, the web is used as an enhancement to
traditional marketing, distributing extra benefits to consumers and developing
relationships with it.
(Mohammad, 2004) also states that e-commerce proposes to the use of communications
technology, primarily the Internet to buy, sell and market goods and services to
consumers. The Internet has also brought about a necessary change in national
economies that are inaccessible from each other by barriers to cross- border trade and
investment; inaccessible by distance, time zones and language; and inaccessible by
national differences in government regulations, culture and business systems. E-
commerce today, offers improved access and communication with consumers, which
can be used for a better understanding of customer needs and conclusively offering a
product which totally satisfy those and qualifies individuals to even work at home and
preventing movement from far distance, resulting in less road traffic and lower air
pollution (Allen and Fjermestad, 2001). At the same time, companies can also increase
its product line, by recommending an extra interactive or physical service around the
core product (C’haffey et al. 2000). E-commerce contributes to new opportunities for
distribution of the product and global development with moderately lesser costs (Allen
and Fjermestad, 2001) and accepts lesser stocks by facilitating the pull-type supply
chain management. This acknowledges product customization and moderates the
inventory costs. Conferring to (Sajuyigbe, 2012) there are eight kinds of e-commerce,
these are:

Figure 1. E-Commerce Categories (bptrends 2014)

1. The Business-to-business e-commerce, which is well known as (B2B), it is a

business that is determined on selling products or services to extra or other
businesses. The B2B e-commerce is marginally more developed version of
 commerce. This kind of e-commerce is strictly electronic trade of business
brochures between businesses for the purpose of managing commerce.
2. Collaborative commerce (c-commerce). In this type of e-commerce, business
associates co-operate electronically. This kind of collaboration often occurs
between and among, business companions along the supply chain. Furthermore,
connecting a trading society or a sector of an industry that allows partnership among
the business parties, the buyers and sellers then make use of a friendly software tool
in the distribution and supply chain. Consequently, collaborative commerce is
occasionally considered as a characteristic of supply chain management.

3. Business-to-consumers (B2C). This Is the kind of commerce transaction whereby

businesses sell products or services to consumers. Also the B2C comprises of a service
or product trade or swap from a business to a consumer, it involves the merchants
selling products to consumers.

4. Consumers -to - businesses (C2B). This is one of the modern E-Commerce business
models. This involves distinct customers offer to sell products and services to
companies who are ready to purchase it. This is the reverse of the Business to Consumer
model.
5. Consumer-to-consumer (C2C) this is a business model that enables the transaction
of products or services among customers.
The purpose of consumer-to-consumer model is to allow this connection, by facilitating
buyers and sellers pinpoint each other. Customers can also make value from the struggle
for products and simply find products that may otherwise be challenging to locate

6. Intra-business (intra-organizational) commerce. This is where by an organization

uses an electronic commerce within, to advance its processes.
7.Government-to-citizens (G2C) and to others. This is where by the electronic
commerce (EC) activities performed among the government and the citizens or also
consumers, this as well includes paying of taxes, registration of vehicles, and finally,
offering information and services.
8. Mobile commerce (m-commerce). Also referred as m-commerce, is simply the use
of new generation wireless handheld devices such as smart phones and notebooks to
carry out commercial transactions online.

2.1.2 Mobile E-commerce

Mobile commerce that is well known as (M-commerce) activities surpass general

boundaries, as it is an international phenomenon. Some countries and key economic
participants are truly involved. Transferring business online reveals a number of
difficulties such as: geographical fragmentation, incompetent labour and information
collaboration. The main goal is that people who are all over the world can easily do
business with ease and at the lowest cost using a combination of the ancient (old)
telephone/fax telecommunications system with the innovative Internet technology. This
new approach of technology contributed to the birth of what is meant to as M-
commerce.
M-commerce is a developing discipline comprising of applications, mobile devices,
middle ware and wireless networks. Although most of the current e-commerce
applications can be improved to run in wireless background, m-commerce similarly
associates various new applications that become achievable only due to the wireless
infrastructure (Varshney, Malloy & Snow, 2002). It is a quickly developing arena, both
tactically and technically (Stoica 2001). M-commerce is measured as an efficient way
of distributing e-commerce to users irrespective of the time and location. In-order to
achieve the pros of m-commerce; businesses have instigated to offer m-commerce
preferences for its consumers in addition to the e-commerce that has already been
provided (Lee, Kou & Hu, 2004).
M-commerce is also described as a method of managing commercial transactions via a
“mobile” telecommunications network using Communication, Information, and
Payment (CIP) device as well as mobile phone or a palmtop unit (Sharma et al., 2003).
From another viewpoint, m-commerce is simply a way of trading products, ideas and
services between mobile users and the service providers (Jukic et al., 2003). M-
commerce at present is generated completely innovative service opportunities such as
payments, banking and ticketing transactions across wireless device. Secure payment
and comfort of use are key features of m-commerce, alongside with proximity,
personalization, and location awareness (Nokia, 2005). M-commerce today is the
successor of current PC-based, wired, e-commerce technology. The developing success
of mobile communication is converting the e-commerce (wired environment) into m-
commerce (wireless environment) and the users of mobile devices (PDAs, smart
phones) are measured as a huge group of prospective market (Aungst & Wilson, 2005).
Agreeing with Lu et al., (2003) the forecast about wireless environment can be
quantified as the forthcoming of wireless Internet has already arrived, however simply
at different places at different points in time. M-commerce is an innovative idea and
projected to establish an important future market worldwide (Lembke, 2002). M-
commerce technology is entirely different from e-commerce where processing is
capable over the Internet via a browser and being connected through Internet
connection (Aungst & Wilson, 2005). Online shopping through a mobile device is
measured as underwhelming. Regardless of the normal process of billing and pricing
process, the mobile device interface is inefficient for the online shopping considering
its size, colour, speed of data transferring and so on. A user can simply connect to the
Internet anywhere and whenever because the mobile Internet has distinctive strengths
over the stationary Internet (Lee & Benbasat, 2004). It also permits users and businesses
to build connectivity by exceeding time and place, growing accessibility, and increasing
social and business networks (Liu et al., 2003). Consequently, the advocates claim that
the m-commerce will outshine e-commerce in growth and scale because of the superior
mobile Internet features (Lee & Benbasat, 2004).
Mobile devices have controlled computational power, memory, and battery life.
Wireless networks as well have its complications too, relating limitations in bandwidth,
connection stability, and function expectedness. Additionally, these networks have a
reasonably high operation cost, lack a consistent protocol, and data transmitted
wirelessly is more vulnerable to spying (Siau & Shen, 2003).

2.1.3 Mobile commerce in Nigeria

This section of the literature review will provide an in depth analysis of the mobile
commerce (m-commerce) in Nigeria. This is essential in order to understand “how
mobile is Nigeria population”, how the country has embraced the mobile technology,
and mobile achievement.
2.1.4 Nigeria Population

According to ("Trading economics", 2016) The overall population in Nigeria was

considered at 182.2 million people in 2015, based on the latest census figures.
Previously, in 1960, the population of Nigeria was 45.2 million people.
The population of Nigeria as at today represents 2.35 percent of the world´s entire
population that questionably means that one person in all 43 people on the world is a
citizen of Nigeria. Figure 1 represents the population if Nigeria in graph displaying
from the year 2006 to 2016.

Figure 2. The Nigeria Population (Tradingeconomics n.d)

2.1.5 Nigeria Demographic

This demographic simply presents the distribution of the people living in Nigeria
rendering to different ages. Consequently, the data includes the age group, percentage
and sex. These age group structures of the population also affect the country's
socioeconomic issues. Nevertheless, countries whereby the young populations with the
higher percentage, such as under 15 are required to empower in education, while
countries with older populations within the ages of 60 and above should invest in the
health area. Some of these age structures can be similarly ease some political problems.
This might be in the aspect of massive growth of young adult population, which might
be not capable to get an employment; this can definitely lead to conflict. This
demographic simply presents the distribution of the people living in Nigeria rendering
to different ages. Consequently, the data includes the age group, percentage and sex.
These age group structures of the population also affect the country's socioeconomic
issues. Nevertheless, countries whereby the young populations with the higher
percentage, such as under 15 are required to empower in education, while countries
with older populations within the ages of 60 and above should invest in the health area.
Some of these age structures can be similarly ease some political problems. This might
be in the aspect of massive growth of young adult population, which might be not
capable to get an employment; this can definitely lead to conflict.

2.1.6 Nigeria age structure

As of the commencement of 2016 according to (Countrymeters, n.d) estimates Nigeria

had the following population age distribution:

Figure 3. Nigeria age structure (Countrymeters n.d)

2.2 How mobile is Nigerian population?

The effective mobile subscribers at present are up to 106,892,750 in Nigeria. By

contrast there are only 474,345 fixed lines at the moment. Although, the Nigerian
population is about 162.5 million people. This simply shows that mobile access
should be about 63.8%. In addition, These facts does not really indicate that two out
of three Nigerians have access to mobile devices, since it is regular for individuals to
have additional SIM cards and mobile phones with numerous SIMs are becoming
increasingly fashionable across Africa. Finally, mobile subscriptions are predicted to
develop rapidly, reaching 130million, corresponding to a penetration rate of about
70.7%, by the end of 2016, according to "Business Monitor International".
All these facts proofs that the mobile commerce in Nigeria is rapidly growing fast and
the population of the country at present simply analyses the way people use mobile
devices in daily activities.

Figure 4. Number of smartphone users in Nigeria from 2014 to 2019 (in millions)
(Techcabal 2016)

These prediction demonstrations the number of smartphone users in Nigeria between

the year 2014 to 2019. For 2016, the total number of smartphone users in Nigeria is
projected to reach 15.5 million.
According to (Techcabal 2016) currently, there are 74.7m distinctive mobile users in
Nigeria out of the 184.6 million people. This basically relates that mobile penetration
is pegged at 40.5%. Actually, the total number of smartphone users between the year
2011 and 2016 has extremely boosted from 4m to 15.5m.
 Figure 5. Mobile penetration in Nigeria (Techcabal 2016)

Figure 6. Nigeria is the most mobilised countryin the world(Techcabal 2016)

 Year Internet Penetration Total Non-Users 1Y 1Y User Population
Users** (% of Pop) Population (Internetless) User Change Change
Change

2016* 86,219,965 46.1 % 186,987,563 100,767,598 5% 4,124,967 2.63 %

2015* 82,094,998 45.1 % 182,201,962 100,106,964 8.4 % 6,348,247 2.66 %

2014 75,746,751 42.7 % 177,475,986 101,729,235 15.3 % 10,076,474 2.7 %

2013 65,670,276 38 % 172,816,517 107,146,241 19 % 10,487,424 2.72 %

2012 55,182,852 32.8 % 168,240,403 113,057,551 18.5 % 8,622,851 2.73 %

2011 46,560,001 28.4 % 163,770,669 117,210,668 21.7 % 8,298,063 2.73 %

2010 38,261,938 24 % 159,424,742 121,162,804 23.3 % 7,220,509 2.72 %

2009 31,041,429 20 % 155,207,145 124,165,716 29.5 % 7,074,482 2.71 %

2008 23,966,947 15.9 % 151,115,683 127,148,736 140.6 14,004,723 2.69 %

%

2007 9,962,224 6.8 % 147,152,502 137,190,278 25.4 % 2,015,189 2.68 %

2006 7,947,035 5.5 % 143,318,011 135,370,976 60.4 % 2,992,013 2.66 %

2005 4,955,023 3.5 % 139,611,303 134,656,280 183.2 3,205,447 2.63 %

%

2004 1,749,576 1.3 % 136,033,321 134,283,745 136.2 1,009,007 2.6 %

%

2003 740,569 0.6 % 132,581,484 131,840,915 78.8 % 326,383 2.58 %

2002 414,185 0.3 % 129,246,283 128,832,098 265.6 300,896 2.56 %
%

2001 113,289 0.1 % 126,014,935 125,901,646 43.9 % 34,549 2.55 %

2000 78,740 0.1 % 122,876,723 122,797,983 60.1 % 29,565 2.55 %

Figure 7. Africa’s mobile phone penetration now 67% (Guardian 2015)

According to (Guardian 2015) 67% of Africa’s population, which is predictable to be

about 1,13 billion, currently has access to mobile phones.
Moreover, about 26.5 % (297, 885, 898) of the population is on the Internet, with 50.3
million on the Facebook. Egypt leads the chart, as the country with the highest number
of Facebook users with 13 million of its population on it, making it the world’s 20th.
South Africa is in second position, with 5.5 million Facebook users, making it world’s
32nd. Nigeria is third with 5.35 million Facebook users and it ranked 36th globally.
Nigeria is currently home to about 190 million people connected to telephone lines,
with also 145 million having active subscription. Internet users, according to the
Nigerian Communications Commission are about 86 million. (See Appendix A)

2.3 Benefits of Adopting M-commerce

Reflecting on the benefits of adopting m-commerce from the consumer viewpoint, a

conceptualization has been certain on Mallat et al., (2004) recommended some of the
benefits that are specific to m-commerce. It has been examined that the adopting of web
and mobile commerce from consumer viewpoint is the modern experience and most
broad list of factors. Therefore, certain benefits will be considered, including the list
shown below.

Benefits for the consumer

 Mobile Financial Services

 Micro-payments
 Macro-payments
  Mobile Banking
 Fund Transfers between accounts
 Stock Trading

2.4 The Buying Process of M-commerce

Consumers need to gain an insight into its own behaviour. The investigation of
consumer manner is measured as one of the rich areas from science perspective in
which to test economic, cognitive, economic-psychological and social-psychological
theories (Antonides & Van Raaij, 1998).
Understanding consumer behaviour on the Internet is gradually important since
E shopping has started to penetrate the mass market (Rowley, 2000). The consumer
buying behaviour is a major approach for the marketing area, it clarifies the basics of
consumer behaviour, explains the consumer buying process as a learning, information-
processing and decision-making activity (Constantinides, 2004). There are several
theories, models, and concepts in the consumer behaviour field, although the consumer
decision-making process is one of the utmost significant theories to recognise (Peter &
Donnelly, 2000).

2.5 The Obstacles to Adopt M-commerce for General Users

Mobile applications have set of obstacles for consumer's to adopt m-commerce

services. This categorically decodes into an additional load on application developers.
Developers are being placed on the front line for sustaining the assurance of businesses
and service providers in distributing Internet content to mobile devices. The application
developers must address to successfully explain, plan, design and implement the
required hardware and software infrastructure for m-commerce. Communications
channels, its consistency and effectiveness are quiet a concern to lengthen the m-
commerce service for mobile device consumers (Maamar, 2003).
2.5.1 Security Challenge

Security is very important. M-commerce is not promising without a protected

environment, most particularly for the transactions concerning the financial value
(Schwiderski-Grosche & Knospe, 2000). The screen dimensions of mobile devices are
very essential when designing interfaces for consumers (Maamar, 2003). Mobile
devices offer partial display (Schwiderski-Grosche & Knospe, 2000), which is
challenging for consumers to view and browse online collections (Maamar, 2003). It is
extremely personalised and comprises confidential user information; consequently, it
should be well protected according to the utmost security standard. Based on the
opinion of the numerous participants in a m-commerce situation, there are other
security threats (Schwiderski-Grosche & Knospe, 2000).

2.5.2 The Mobile Device

Confidential consumer data on the mobile devices as well as the device itself must be
secured from unauthorised use. The security mechanisms used here comprise of the
user authentication (For example: PIN or Password Authentication), protected storage
of confidential date (For example: SIM card in mobile phones) and safety of the
operating system. (ibid)

2.5.3 Malicious SMS Messages

Software Applications as well as mobile marketing and mobile message, which cannot
be identified, are usually sent for promotions and alerts to mobile users through short
messaging service (SMS) messages or short paging messages. A malicious service
provider or partner might send out malicious SMS messages that conceal disreputable
instructions (Xiong & Liu, 2005).

2.5.4 The kind of m-commerce application

M-commerce software application, mainly the ones concerning payment, must be

protected to guarantee consumers, merchants and as well network operators. In a
payment situation, both borders will authenticate each other before requiring making a
payment. Besides, some consumer will prefer security considering the delivery of
goods and services. In supplement to the accuracy, privacy and reliability of the sent
payment details, non-reputation is essential. (ibid n.d)

2.5.6 Virus Attack

In a process whereby a user wants to download mobile software, the user then requests
for an unidentified link from the network. An adversary can reply by a false resource
with identical designation as the genuine link the original user is looking for, but the
real file could be a virus. One of the first wireless viruses was discovered in PalmOS,
which is known as PalmOS/Phage1, and this will contaminate all third-party
applications on the PDA device. Additional wireless virus also includes the Palm
OS/LibertyCrack2 Trojan that appears masquerading as a crash program for an
application known as Liberty; this allows PalmOS devices to run “Nintendo GameBoy”
Games. When run, the Trojan tries to erase all applications from the handheld and then
restart it (Xiong & Liu, 2005).

2.5.7 DoS Attack

Denial of service attack is simply an effort to make a system or may be network supply
inaccessible to its proposed users. While the process to carry out, the intentions for, and
aims of a DoS attack are differed, it usually involves an effort to provisionally or
indeterminately interrupt or suspend services of a host linked to the Internet
(Blackmoreops 2015).

2.5.8 Global Trends in E-commerce

According to Sandoval (2000), Business models through the world equally continue to
change completely with the initiation of e-commerce. Some countries are also funding
the progression of e-commerce. The United Kingdom, for instance, has the leading e-
commerce market in the world when measured by the amount spent per capita. The
Internet economy in the UK is possible to grow by 10% from 2010 to 2015. Sandoval
(2000), among developing economies, China's e-commerce existence continues to
increase. About 384 million Internet users, China's online shopping sales boosted to
about $36.6 billion in 2009 and the major reasons following the huge growth has been
the enhanced trust level 62 for shoppers. The Chinese retailers have been skilled to
support consumers by designing e-commerce to be more comfortable when shopping
online. E-Commerce has become an essential plan for businesses worldwide not only
to trade customers but also to engage in it.

2.5.9 Significance/Benefits of E-Commerce Adoption

Harindranath, et al., (2008) emphasized that a well pronounced e-Commerce within an

organisation frequently facilitates growth and expansion. Hadjimanolis (1999) though
stated that the application and use of e-Commerce in some developing countries might
lead to extensive savings in communication costs, marketing, advertising, as well as
production processes (supply chain) and the delivery of goods and services to various
parts of the world.

Figure 8. Value exchange between product or service provider and customer. (Allee
2000)

MacGregor (2010) additional emphasized that the likelihood of shopping online from
anywhere is the most understandable and most commonly cited benefit of e-commerce,
and was discovered to be the most significant perceived consumer benefits of Internet
shopping. Saffu, et al., (2008) in the suggestions claimed that because the limitations
of e-commerce are not well described geographical or by national borders, consumers
will always benefit from a wide collection of vendors and products, comprising a wider
accessibility of hard-to-find products. The Internet can also deliver to consumers with
up-to-the minute information on prices, product availability, product types, product
alternatives, and so on. Besides, consumers might benefit from the shopping process
being super-fast in the market-space than in the market place as a result of the
speediness of the search process and transactions (Efendioglu, et al., 2004).
Bakos (1998) and Kurnia (2006), recognizes e-Commerce as responses to the changing
environment due to changing tastes and new types of customers who are demanding
quality and the sets of value suggestions of what these customers want, when it is
needed and how it should look like as well as how much it cost and how to make
payment. In addition, other motives for e-Commerce adoption comprise but not limited
to the following:

2.6.1 Access to extensive online information: According to McDougall and Levesque

(2000) offer customer access to vast amount of information based on which decisions
can be made;
2.6.2 Price comparison: Kapurubandara (2009) emphasized that the online market
place has presented an inflexible competition among sellers and there is always a war
on price nevertheless, gives the consumers prospect to make full range of selections;
2.6.3 Timesaving’s: Employed parents can suitably combine work schedule and
shopping with ease;
2.6.4 Online delivery: Purchases are delivered with comfort on the online platform
such as e-tickets, e-books, etc. Efendioglu, et al (2004) also emphasized that the whole
commercial cycle can be directed via a network delivering instant access to products;
2.6.5 Convenience and accessibility: This indicates that a customer can shop anytime
from anywhere in the world and this particular benefit is often the most cited reason for
e-Commerce adoption
2.7 Factors Affecting E-Commerce Adoption in Nigerian
Organisation
Kalakota and Robinson (2001) described the adoption of e-commerce as more of an
outdoor pressure passed by a different kind of customer value suggestion of what is
needed, when and how it should be accessible and at the lowest cost. Oguntade and
Oyeyipo (2012) stated that low computer knowledge on the side of the consumer is a
considerate concern. The consequent price of the product or service to be bought could
be very high or challenging to pay in a stated currency or specific e-payment system.
According to O”Toole (2003), safety of information substituted between the partners
and the concern that strategic data can be retrieved by competitors is similarly an
obstacle for the small businesses. Moreover, customers are too concerned about the
data collections and the security of electronic financial exchange (O”Toole 2003).
Another important obstacle is the unwillingness of the executive committee (Exco) to
implement innovative strategies.
Furthermore, confidentiality, verification, security and legal issues are the key
fundamentals related to e-Commerce (Khalifa et al, 1999). Nevertheless, the main
obstacles to e-Commerce adoption turn to be the unwillingness of supervisors to be
responsible forany technical reformation (Kalakota and Robinson, 2001). According to
Sajuyigbe (2012) standard business organizations in Nigeria have not incorporated e-
commerce for the reason that might be,lack of networkstructure, inadequate
knowledgeabout e-commerce technology, andlack of interestof organization, e-
commerce security issues and capital required for e-commerce. Al-Qirim, (2003)
recognized some level of national infrastructure and mentcontribution in promotinge-
Commerce adoption asan additionalimportant factors thatneed consideration by policy
makers, while other research (Abid et al. 2011; Arendt, 2008;and Duan, 2012)
deliberated that lack of understanding and skills are themajorbarriersto e-commerce
adoption by business organizations.
2.9 E-commerce barriers

2.9.1 Infrastructural Barriers

One of the main infrastructural factors obstructing e-commerce adoption is

telecommunication, where by connecting to the Internet in some developing countries
is not persistent due to poor telephone connections and inefficient power supply. Also,
some developing countries are not even ready for e-commerce development, due to the
lack of network infrastructure, especially individual consumers and business people.

Figure 9. Conceptual framework for e-commerce adoption barriers in SMEs

(IJInformationEngineeringandElectronicBusiness n.d)

E-commerce execution depends deeply on a number of infrastructure technologies

(Lawrence and Usman, 2010). Lawrence and Usman (2010) also found that in some
developing countries like Kenya, Nigeria and Togo that are incorporating old-fashioned
telephone cords and unpredictable extension wires, due to this might result to the poor
performance some providers of internet services confront. A poor telecommunication
infrastructure might cause attentiveness of the technology in metropolitan areas, which
makes the contribution of metropolitan consumers more challenging (Lawrence and
Usman, 2010).
Furthermore, broadband connection is also an important element in the development of
“Information Communication Technology” (ICT) adoption and use. It fast tracks the
impact of ICT to economic growth, supports innovation and improves efficiency.
Broadband market elaboration, supply arrangements, efficient innovation and effective
use of broadband services entail policies that are as follows: support effective
competition and continual emphasis on the liberalisation of trade in services, network
infrastructure, and technical applications throughout different platforms (Oyelaran and
Adeya, 2004). Conclusively, Oxley and Yeung (2001) stated that, even with access to
the required equipment; individual consumers and businesses might not become lively
e-commerce participants except with reasonable and sufficient Internet infrastructure.
Figure 10. Business and consumer –levele-commerce barriers in the developing world
(Nir Kshetri 2007)

2.9.2 Socio-cultural barriers

Some individual consumers who believed that fake goods might be sold online might
obstruct e-commerce adoption (Efendioglu and Yip, 2004). Another thoughtful aspect
is the case of lack of transactional dependence between both parties is as well a very
critical issue. According to Torre et al. (2006) that stated that trusts in advanced
countries have several ways to increase the foundation of self-confidence by requesting
for the law equitably and as well to familiarise with new hi-tech environment. This
aspect is the beginning of trust that supports e-commerce in the developed world.
Lawrence (2011) and Poon and Swatman (1999) states that some consumers in some
emerging countries still choose the traditional commerce because in most time, some
of the quality of the products on online stores are not authentic in order, to determine
the quality of the product the traditional ecommerce is preferable. Also in developing
countries, there are opinions that innovative technologies are to terminate the culture
and total way of life.

2.9.3 Socio-economic barriers

According to Lawrence and Usman (2010), some of the socio-economic characters

might pose important challenges on e-commerce adoption. So far, so good, economic
circumstances are some of the socio-economic characteristics obstructing adoption of
e-commerce in developing nations. Economic situations in some developing countries
are generally known as the foremost hindrance to e-commerce adoption (Kshetri and
Dholekia, 2002). Comparably, (Mbarika, 2002) also stated that some developing
nations with critical economic situations are not expected to participate in e-commerce.
Lawrence and Usman (2010) also declared that unsuitable Information Technology (IT)
training is obvious to be a purpose why the possible value of computers and the Internet
as a means to contribute in e-commerce is not regarded. In the society, there are needs
for primary computer training to allow people become computer professionals from
college; some institutes in the developing nations in this 21st century, do not support
computer learning (Yusuf, 2005).

2.9.4 Political and governmental barriers

Political and government policies might pose some important challenges to e-

commerce adoption in developing nations (Lawrence and Usman, 2010). Government
initiatives are necessary in the adoption of e-commerce, information technology and
other telecommunications in common. Government initiative might support to the
promotion of ICT usage, teaching and the founding of suitable supervisory structure for
e-commerce (Kshetri and Dholekia, 2002). Internet service providers are also important
area where government strategy can also make some transformation in access and
adoption of e-commerce (Uzoka et al., 2007).
Furthermore, political situations had been one of the issues hindering e-commerce
adoption in some developing countries and some researchers deliberates on global
issues of current society, socio-political development, social dynamics and structure in
the society (Kshetri, 2008). Lastly, this thesis is also to examine if any of the four listed
factors; government assistance and strategy, socio-economic situation, socio-cultural
situation and as well as technology infrastructure which critically hinders the adoption
of e-commerce in Nigeria.

Figure 11. Factors imparting the diffusion of e-commerce in developing countries.

(Nir Kshetri 2007)
 3.0 CHAPTHER 3

3.1 RESEARCH METHODOLOGY

The previous chapter has given a better understanding on literature review and
significant theories for the purpose of the thesis. This chapter will specify the detailed
and adequate idea of the method used in the thesis in order to estimate the reliability
and validity.

Figure 12: Research Methodology (Foster 1998, p. 81)

3.2 Research Philosophy

Saunders et al. (2007) states that research philosophy is a term that relates to the
development of knowledge and the nature of knowledge, consequently the developing
of knowledge in a particular field.
(Creswell, 2009) simply clarifies philosophy/paradigm as a worldview. The
researcher’s worldview is well informed by personal beliefs based on an exact specific
or personal knowledge, experience and preferences. These fundamentals in grouping
will influence the philosophy that the researcher might use in expressing the strategy
for a particular research topic.
According to (Creswell, 2009), there are four categories of worldviews, which are as
follows: the post-positivism, the constructivism, the advocacy/participatory, and the
pragmatism. The main potentials of each position are accessible in Table 1.0
The term positivism is a scientific method that involves of the systematic opinion and
explanation of phenomena contextualised within a model or theory, the declaration of
a hypothesis, the achievement of a tightly controlled experimental study, the use of
inferential statistics to check the hypothesis, and similarly the clarification of statistical
results in the light of the distinctive theory (Ponterotto, 2005).
The principal difference concerning the positivist and the post-positivist views is that
the former emphases “theory verification” and the latter “theory falsification” (Lincoln
& Guba, as cited in Ponterotto, 2005, p. 129). Positivists consider in an objective,
predicted reality, while post-positivists acknowledge an objective realism that is only
unsuccessfully predicted. Based on post-positivism, human intelligent mechanisms are
defective and life’s experiences are really inflexible, this is why some researchers can
positively not capture an extremely “true” reality. The primary objectiveof both a
positivist and post-positivist study is a justification that will ultimately lead to
forecasting and control of facts. Positivism and post-positivism form the foundation of
quantitative research (Ponterotto, 2005).
Figure 13: Research methodology and strategy outline. Saunders, Lewis & Thornhill
(2007)
.

Post-positivism Constructivism

• Determination • Understanding
• Reductionism • Multiple participant meanings
• Empirical observation and measurement • Social and historical construction
• Theory verification • Theory generation
Advocacy/Participatory Pragmatism

• Political • Consequences of actions

• Empowerment issue-orientated • Problem-orientated
• Collaborative • Pluralistic
• Change-orientated • Real-world practice orientated

Table 1. Four worldviews. Creswell (2009, p. 6)

Additionally, post-positivists are concerned about classifying and evaluating the
aspects that influence results. Post-positivists base its knowledge on the observation
and measurement of the objective reality that exists in the world. Consequently, it is
vital for a post-positivist to develop several procedures of observations and to study
individual behaviour. Detailed theories and laws control the world. These theories still
need to be verified and perfected so that people can easily understand the world. Post-
positivists will practice the following approach to research: primarily, start with a
theory, secondly collect data that either supports or counters the theory, and lastly make
the necessary adjustments before additional tests are made (Creswell, 2009). The main
characteristics of post-positivism are presented in table 2.

Definition Post-positivism is a scientific method that

includes systematic observation and explanation
of phenomena contextualised inside the theory

Ontology (concerns the nature of There is one true reality that is apprehend able,
reality and being) recognisable, and incorrectly measurable (a
position known as critical realism)
Epistemology (concerned with the The researcher, participant and topic are
relationship between the participant expected to be self-determining of one another
and the researcher) (dualism), while the researcher might have some
influence on that being researched. By following
rigorous, standard procedures, the participant
and topic can be studied by the researcher
without bias (objectivism)
Axiology (concerns the role of The researcher remains passionately detached
researcher values in the scientific from the analytical inquiry – the values, hopes,
process) potentials, and feelings of the researcher have no
place in the scientific inquiry. The researcher
eradicates or strictly controls any influence on
the participants or on the research process by
 using standardised, systematic investigative
methods.
Methodology (refers to the process Researchers makes an effort to simulate, as
and procedures of the research) thoroughly as possible, strict scientific methods
and procedures where variables are carefully
controlled or manipulated, and where the
researcher’s emotional stance on the problem
under study is irrelevant
Researcher’s role The researcher still remains objective, neutral
and distant.
Table 2. The main characteristics of post-positivism. Ponterotto (2005, p. 130-132)

3.3 Research Purpose

Researchers can be categorised in terms of various uses. Appropriately, these are
classified as exploratory, descriptive or explanatory (Saunders et al., 2006).
An exploratory research is a study that is piloted to find out ‘what is happening; to
pursue new insights; to ask questions and to assess phenomenon in a new light’
(Robson, 2002 in Saunders et al., 2007). It is appropriate if the researcher needs to
explain an understanding of a problem, such as, if the researcher is unclear about the
precise nature of the problem. It as well uses three main methods when conducting the
research: investigative documented materials, interviewing professionals about
personal opinion and conducting focus group interviews.
A descriptive research is a study that obtains to “portray an exact profile of persons,
events or situations‘(Robson, 2002 in Saunders et al., 2007). This comprises of
validating the study with certain structures in order to better describe or present
evidence about a phenomenon as it is seen or as it is in existence. Agreeing to Malhotra
(2007), descriptive research is a kind of convincing or conclusive research that has the
main objective as the description of something.
An explanatory research is a study that demands to determine causal relationships
between two variables. It is commonly called causal studies. It is similarly used when
the determination of a particular study is to answer ‘why' in a specified context.
This study is primarily descriptive. Since one of the primary purpose of this thesis is to
investigate the adoption of the web and mobile e-commerce in Nigeria. Lastly,
determining the insight about consumer's understanding in m-commerce and e-
commerce.

3.3.1 Research Approach

Knowledge claims that the approaches and the used methods all contribute to a
research approach that tends to be more quantitative, qualitative or mixed (Creswell,
2003).

3.3.2 Quantitative approach

Quantitativeapproach is one in which theresearcher generally practices post positivist

claims for developing knowledge, such as: cause and effect thinking, reduction to
specific variables and hypotheses and questions, use of instruments and observation,
and the test of theories, engages strategies of inquiry such as experiments and survey
and collects data on prearranged instruments that generate statistical data (Creswell,
2003).
Quantitative research in most time is frequently referred to as hypotheses-testing
research. Normally, studies begin with statements of theories from which research
hypotheses are initiated. Consequently, an experimental design is recognised in which
the variables in question (the dependent variables) are measured while monitoring for
the effects of selected independent variables. In order to moderate error and terminate
unfairness, the subjects for the study are chosen on a random source. The sample of
subjects is drawn to reflect the population (Newman& Benz, 1998).
These procedures are deductive in nature, adding to the scientific knowledge base by
theory testing. This is the kind of quantitative methodology. Since actual experimental
designs necessitate actively controlled conditions, the productivity and depth of
meaning for participants may be forgone. As an acceptability concern, this may be a
limitation of quantitative design (Newman & Benz, 1998).
These procedures are deductive in nature, adding to the scientific knowledge base by
theory testing. This is the kind of quantitative methodology. Since actual experimental
designs necessitate actively controlled conditions, the productivity and depth of
meaning for participant maybe forgone. As a acceptability concern, this may be a
limitation of quantitative model (Newman & Benz, 1998).

3.3.3 Qualitative Approach

Qualitative researchers study articles in typical background, trying to make sense of, or
understand, and phenomenon in terms of the meanings people bring. (Newman & Benz,
1998).
Qualitative approach is where by the inquirer repeatedly makes knowledge claims
based mostly on constructivist viewpoint (i.e. the numerous meaning of personal
experiences, meaning socially and historically constructed, with a determination of
developing a theory or pattern.) or advocacy / participatory views (i.e. political, issue –
oriented, collective, or change oriented) or together. It similarly uses strategies of
inquiry such as narratives, phenomenology, ethnography, grounded theory studies or
case studies. The researcher gathers open-ended, emerging data with the primary
determination of developing ideas from the data (Creswell, 2003).
Since the main objective of this study was to gain a better understanding of the extent
of mobile commerce and electronic commerce in Nigeria and its prospective
applications and benefits, and as well to gain insights into applications of e-commerce
models from consumers, qualitative approach was embraced in this research.

3.3.4 Research Strategies

Yin (1994) acknowledged five different research strategies in social science. These
methods are absolute: experiments, surveys, archival analysis, histories and case
studies.

Table 3: Relevant situations for different research strategies.

 Table 3. Appropriate circumstances for different research strategies. Yin (1994)

Most important conditions for choosing research strategy, is to classify the kind of
research question been examined. “Who”, “what”, “where”, “how” and “why” are the
classification structure of the kinds of research questions. Two possibilities need to be
observed by asking “what “question. Firstly, some types of what questions are
reasonable for conducting an exploratory study and the purpose is to develop relevant
hypotheses and propositions for further enquiry. Whichever of the five research
strategies can be used in that situation –exploratory survey, exploratory experiment, or
an exploratory case study.
The second type of what question is of the form a "How many" or "How much "line of
inquiry and the results from an exact situation. The survey or archival analysis is more
active than other strategies. If the examiner needs to answer the "how" questions, the
best approach will be doing history or a case study (Yin, 1994).
Since questions in this study are mostly based on “how” and “what” questions, and also
there is no control over interactive events, Survey strategy was adopted. Survey is used
since it accepts a collection of large amounts of data from a large population in an
inexpensive way. Survey is obtained by using a questionnaire managed to a sample.
The collected data are consistent, allowing for easy evaluation. It is equally easy to
justify and comprehend.

3.3.5 Research Choice - Motivation for choice

The post-positivist paradigm was suitable for this study since the researcher set out to
discover and broaden define the factors that affect the adoption of web and mobile e-
commerce in Nigeria and was concerned with developing issues in mobile and web
commerce such as the barriers
3.3.6 Time Horizons

Concerning time horizon, research design can be longitudinal or cross-sectional. Cross-

sectional study emphases on a specific phenomenon at an exact time (Saunders et al.,
2007), In this situation, one sample of a population of those engaged in mobile or web
commerce can be taken and studied at a particular time as in a single cross-sectional
study. Moreover, two or more samples of a target population could be studied once as
in multiple cross-sectional studies (Malhotra & Birks, 2007). Additionally, it can be
longitudinal where a specific phenomenon is studied at different intervals of time. In
this thesis, a cross-sectional study was undertaken because data was collected from a
cross section of the population of consumers who are choosing mobile commerce over
web commerce business and not for different periods of time.

3.3.7 Data Collection - Types of Data Collected

Primary Data: "Primary data are data initiated by the researcher for the exact purpose
of addressing the research problem" (Malhotra & Birks, 2007). It is what the researcher
initially collects from the sample or target population.
In this thesis, primary data was used, as questionnaire has been administered.
Malhotra and Birks (2007), defines secondary data as “data that are data collected for
some purpose other than the problem at hand. “In this study, secondary data have been
collected from different websites of companies used for the study, online articles and
journals. (See in Appendix B)
Primary data were collected using a structured questionnaire. To study the impact of
web and mobile e-commerce in Nigeria, it must implicate some technical and non-
technical people and for this intention, questionnaires were directed to non-business
people, individual, business manager, IT manager or representatives from each target
firm. The questionnaires were administered through “Bristol Online Survey” tool.
The questionnaire was divided into three sections. The objective of the first section was
to provide a classification of online shopping and help collect other general information
alleged relevant for the study. The second part sought to establish the extent of e-
commerce adoption and factors that impact e-commerce adoption while the third
section of the questionnaire was useful in determining the strategic value of e-
commerce adoption.

3.3.8 Data Analysis

Some of the problems attempted in this study, involved perception, and descriptive
statistics were used for data analysis. The descriptive techniques were chosen for this
study because it requires of measurement, classification, analysis, comparison and
interpretation of data with the advantage of describing the state of affairs, as it exists.
(Kombo & Tromp, 2006).
The data gathered from this study was amended for extensiveness and consistency,
extracted by SPSS tool for statistical analysis and graph presentation. The data was then
analysed using statistical techniques of analysis such as the mean, frequencies, and
percentages to justify the comparison of respondents for each of the strategic value
indicators. The findings are presented through summarized figures and tables. (See
Appendix A)
3.3.9 Structure of the Thesis

The thesis started in chapter one with an in-depth Background of E-Commerce and M-
commerce to introduce how it started from the Internet in the business world. The
Chapter one also covers Significance and Motivation of the Research, Aims and
Research Questions and Research Methodology. Chapter two of this thesis includes an
in-depth of the Literature Review. This chapter is to deliver an overview base on the
previous section's (Chapter one) background, the research problem as well as general
resolution and research questions. It will also provide an appropriate literature
concerning each of the stated research questions. Lastly, a framework of the models
will be presented and that will act as a structure of reference in the empirical research.

3.3.10 Summary

In this study, a post-positivist paradigm was trailed since the researcher examined and
further described the adoption of the web and mobile e-commerce in Nigeria. And was
also concerned with the factors that might affect the adoption of the internet and mobile
e-commerce in Nigeria. The study was based on a quantitative research method with a
non-experimental, cross-sectional survey design.
Lastly, the questionnaire was designed with the "Bristol Online Survey" which is
known as BOS online survey tool and results will be gathered through the means of
"Statistical Package for the Social Sciences" principal known as (SPSS) it is used for
statistical analysis. This will as well assist with some graph (Bar chart and Pie Chart)
demonstration and statistical report.
 4.0 CHAPTER FOUR
DATA ANALYSIS AND RESULTS

4.1 Introduction

The previous chapter has provided with the basic tools to be used in the empirical
research. This chapter aims at presenting the data in the form of charts, tables describing
frequencies, correlations, test of normality, and reliability.
This chapter also explains the analysis of data gathered from the online survey with the
aid of “Bristol Online Survey tool” (BOS), in order to investigate the impact of the web
and mobile e-commerce in Nigeria. Additionally, gathering of various data by the
means of quantitative research method actually, presents a comprehensive remark of
the responses received.
The overall results that were collected would be put to use for the required analysis in
order to investigate the attitudes of the respondent. These respondents involve people
(male and female) with the different educational degree working in an “Information
Technology” (IT) organisation, concerning the impact of web and e-commerce in
Nigeria. Based on the questionnaires that were distributed online with the aid of “Bristol
online survey” (BOS), a total of 57 responses were received. Also for proper accuracy
and statistics, SPSS Statistics software package was used for statistical analysis, which
reports the complete statistical analysis process such as planning, data collection,
analysis, reporting for better decision-making and performance. Furthermore, certain
tables and graphs such as (pie chart and bar chart) were used to analyse these data for
accuracy.
Finally, the data collected from this study was modified for completeness and
consistency The data was then analysed using statistical techniques of analysis such as
the mean, frequencies, and percentages to determine the proportion of respondents for
each of the strategic value indicators. In order to regulate the relative importance of the
various strategic value dimensions; the study used mean scores and standard deviations.
The findings were presented through summarised figures and tables. This programme
was comfortable and simple to use for data analysis producing graphical representation
and graphical interface. While some of the issues addressed in this study-involved
perception, explanatory statistics was used for the data analysis. The illustrative
techniques were chosen for this study since it involves classification, analysis,
comparison and interpretation of data with the advantage of describing the state of
activities, as it occurs. (Kombo & Tromp, 2006).

4.2 Data Analysis of Online Survey (Questionnaire)

There are various online survey tools that are used for mostly collection of data, but for
this thesis, the "Bristol Online Survey" known as BOS was used for data collection.
The survey divided into 3 phases. The first step of the review is the aspect of
presentation, which is a summary of the proposed topic and purpose of the study.
This aspect introduces the respondents on the proposed topic is all about and also the
purpose of the study.
The second phase of the survey is the issue of demographics, this aspect offered
enquiries that would provide some details on the respondents such as, gender,
educational level, field of study and occupation.
The third phase of this survey emphases on e-commerce and m-commerce innovation,
also types of e-commerce and convenience. These aspects are required since it might
aid to deliver a stronger picture of the impact of e-commerce and m-commerce,
usefulness and so on.
The fourth phase, which is the final phase of the online survey analytically highlight
the impact of e-commerce in Nigeria, some of the most prominent domain in which e-
commerce is used in Nigeria and lastly the challenges of the implementation of e-
commerce in Nigeria. This phase is the most important aspect of the online survey and
also this thesis, which will positively give the researcher a stronger understanding of
respondent’s opinion on investigating the impact of web and mobile commerce in
Nigeria.
In-order to carry out a proper distribution of the online survey, a link was generated on
“Bristol Online Survey” (BOS) platform then it was distributed to the appropriate
respondents through email, Facebook and Skype. After the distribution of the online
survey, a total number of 57 were gathered. In most situations, respondents are
sometime huge in number, but in this research, it was directed to those working in an
IT organisation. These are some of the reasons why the numbers of respondents were
not really huge.
4.3 Results and Discussion

4.3.1 Respondents Demographic

Based on the online survey that was distributed, there is need to gather the data of
people that partake in the study. This aspect involves the second phase of the online
survey discussed in section 4.2
Demographic profiles from Table 1, 36.8% of the respondents were female while
59.6% were male. In-order to analyse this data, firstly the females are said to 21 and
also men are 34. Based on the analysis, the rate of men working in an IT organisation
is far higher than women by 13 respectively.
It could be presented in another way by stating that the population of men are higher
than women in an IT organisation. This could support other research if there is a need
for future studies.

Q1. What is your gender?

4.3.2 Respondents Educational Level

This aspect also focuses on the second phase of the online survey distributed. It is very
necessary to understand the educational level of people working in an IT organisation.
Gathering this data will help to understand if the people dealing with are IT-literate or
not. Collecting this data will also contribute to research to be flexible since most of the
data show that those that has bachelor's degree are more popular than others with
different level.
Based on statistics, Bachelor’s degree – 57.9%, Master’s degree – 31.6%, Doctoral
degree – 1.8% with a total of 52 respondents.

Q2. What is your educational level?

4.3.3 what is your field of study?

This section of the online survey also consists of phase two, which helps to describe
respondents field of study. This part is required since it will provide a better
understanding of the people partaking in the survey. Since there are various fields when
it has to do with an IT organisation, some key studies were drafted these are: computing
7.0%, computer science and statistics 21.1%, information technology 31.6%, software
engineering 7.0% and information systems 19.3%.
Based on statistics, it is clear that respondent that studied information technology has
the highest percentage of 31.6%.
Q3. Pie Chart - What is your field of study?

The diagram above represents a pie chart of different colours that illustrates the various
field of study. Based on the analysis, information technology has the highest percentage
of the respondent with 31.6%.
Below is also a frequency table, which also reports frequency, percent, valid percent
and cumulative percent of those surveyed.
 Q3. Frequency Table - What is your field of study?
Respondents feedback on how many years have you been using e-commerce?
This aspect also reflects on the third phase of the online survey distributed. It has a
relationship with the research topic, and there is a need to understand how long people
have been using e-commerce. This will help to carry out research on the impact of the
web an m-commerce in Nigeria.

4.3.4 Which of the following do you think is right about mobile commerce?

This area of question reflects on the entire thesis from the introduction chapter to the
literature review. The question helps to provide an insight of what respondents think
about m-commerce. With these results, it will provide a clear understanding of what is
right about mobile commerce. Based on respondents and results gathered:
49.3% is the highest score, which person agrees that it is very convenient.
20.9% agrees that the services are available anywhere.
16.4% agrees that services are available anytime.
13.4% agrees that devices like SIM, PIN are active.
Based on these results it is understandable that people know what mobile commerce is
and its features. Looking at the results gathered, from the highest scores to the lowest
scores provides an insight of what mobile commerce should be.
This result truly supports the research of this thesis when concentrating on the
literature review aspect.

Pie Chart - Which of the following do you think is right about mobile commerce?

4.3.5. What purpose do you use e-commerce for?

The study sought to determine the use of e-commerce. Table 2 shows the various uses
of e-commerce by the respective firms. Based on analysis, "For both personal and
business" use is the most common use of e-commerce. Researching for the usage of e-
commerce is likely another important area in this thesis. In-order to carry out a
successful research based on the impact of web and mobile commerce, finding out the
use of e-commerce should be necessary since it relates to the general topic and also the
literature review.
Based on the analysis, respondents that answered e-commerce is used for both
personal and business has the highest score with 78.2%, follow by e-commerce for
personal use which is 12.7% and lastly for business use which is 9.1%. Below is also
a pie chart representing three different sections and also showing the percentages of
general applications of e-commerce.

Personal Use (7 responders) 12.7%

Business Use (5 responders) 9.1%
Both Personal and Business Use (43 responders) 78.2%
The standard deviation of the use of e-commerce represents a value of 0.69
The mean rank is 2.65
The variance is 0.48
The lower quartile 3.0
The upper quartile 3.0
4.3.6. Do you agree that e-commerce as economic means has its advantages over
the traditional industrial methods?

This aspect of online survey reflects on e-commerce in Nigeria based on its advantages
over traditional commercial methods. It is very important to understand the way e-
commerce operates in the country. This will aid to investigate the impact of web and
mobile commerce. Surveys has been distributed previously, the best way to examine
this question is to gather the results from respondents then analyse it properly. Based
on analysis, 87.7% agrees that e-commerce has its advantages over the traditional
commercial method. While 1.8% disagree with it and 7.0% says no idea about the
benefits over the traditional commercial method.

Frequency table displaying the number of respondent’s e-commerce has more

advantages over the traditional commercial method.

4.3.7 Which is the most prominent domain in which e-commerce is used in

Nigeria?

This aspect of questionnaire is very critical and also relates to this thesis and also
Nigeria. In most cases, people need to know the most prominent domain in which e-
commerce is used in Nigeria. This analysis can provide a clear and understandable data,
which can aid or support the growth of electronic commerce use in different sector or
organisation. Based on (Questionnaire 18), The business areas that were mentioned
are as follows with results in percentage:
 1. Matrimony – 3.7%
2. Real Estate – 1.9%
3. Stock and Shares – 3.7%
4. Travel and Tourism – 9.3%
5. Banking – 77.8%
6. Education – 3.7%
7. Health – 0%

It is very understandable that most business sectors in Nigeria, have not adopted e-
commerce in some areas. Although, in the area of banking which has the highest
percentage of 77.8% are involved more in e-commerce than any other business sector.
In some countries like United Kingdom, United States and Canada, health has a strong
role to play in the firm areas when it involves e-commerce. But as it is in Nigeria, it is
very poor with the lowest percentage of 0%. In-other-words, Nigeria really needs to
adopt electronic commerce in health sector and also education as well. Finally this area
clearly shows that there is need of electronic commerce adoption in some business
sector.

Representing data analysis in bar chart

Frequencies Table
Representing Analysis in Codebook
4.3.8 What level would you recommend for an advancement of e- commerce in
Nigeria?

This aspect of the online survey distributed focuses on the advancement of e-commerce
in Nigeria. It explains the suggestion of e-commerce in the country based on
progression or any further development. However, the results from respondents will aid
to analyse this section correctly.

Frequency Table

Based on the results gathered, it is very clear that 47.4% of the responders recommend
that the country should increase the awareness level of people. Which has the highest
score. Also 28.1% of the responders recommend that an integrated promotional
approach should be taken and lastly 21.1% of responders recommend that there should
be promotion of the Internet. Furthermore, in-order for the country advance in e-
commerce, it is clear that it need to increase awareness level of the people.
What is the future of e-commerce in Nigeria?

This phase of the future of electronic commerce in Nigeria is a very serious aspect and
also important to this thesis. The future of electronic commerce in Nigeria simply
explores how e-commerce business will support the country maybe in the next 5- 10
years to come or will it be very active, will it make any impact or will people benefit
from it. All this, trusts on the future of e-commerce in Nigeria.
Based on analysis of the online survey, it is very clear that there is a Nigeria will
definitely embrace e-commerce in future. From the results gathered, 49.1% choose
“Good” which is the highest score, 43.9% choose “Very Good” which is the second
highest score, 1.8% choose “Do not have a future in Nigeria” which is the least score.
Base of these analysis and statistics it is understandable that Nigeria will embrace e-
commerce in future.

A Histogram displaying the future of e-commerce in Nigeria by frequency

4.3.9 Do you think that the application of e-commerce has boosted over the years
in Nigeria?
These are one of the reasons while this research is being carried out. The major aspect
of this thesis is mostly the impact of the web and mobile commerce in Nigeria. In-order
to carry out such research; an online survey was distributed in-order to gather results
on this specific question.
Based on the surveys that were distributed, with a total of 57 respondents, 78.9% of the
respondents answered “Yes” which states that application of e-commerce has boosted
over years in Nigeria. With the highest score, while 7.0% indicated "No" and finally
10.0% stated "No Idea".
It is clear that this analysis and results has proven that the total number of respondents
that agreed that application of e-commerce has boosted over the years in Nigeria, has
simply provided the best way to solve such issue which goes with the highest score or
frequency.

Frequency Table
Bar Chart

What are the challenges to the implementation of e-commerce in Nigeria?

This question distributed is one of the important questions, it relates to the introduction
and literature review aspect of this thesis. This question is also discussed critically in
the literature review chapter. In-order to answer this question, the results from
respondents will be analysed. Based on analysis, with a total of 57 respondents, 33.3%
agrees that the challenges to the implementation of e-commerce in Nigeria, is the “Slow
penetration of Internet”, which has the highest score. 29.8% agree is the security
concerns, 15.8% agrees it is poor governance and finally, 5.3% says that the “Consumer
awareness level is low”.

So based on the analysis and results so far, the major challenges to the implementation
of e-commerce is Nigeria is likely the slow penetration of the internet.
Bar Chart
 5.0 CHAPTER FIVE: DISCUSSION

5.1 Introduction

In this chapter solutions will be specified base on the previous chapter’s discussion and
the research questions presented in the second chapter. Decisions will be specified on
each research question; successively a conclusion will be examined on analysed data.
Conclusively, implications for further research will be recommended.

5.2 Interpretation of Data Analysis

Based on the results and analysis from the chapter 4, (Question 18 of Online Survey) it
could be perceived that among the most prominent domain in which e-commerce is
used in Nigeria, “Banking” which at present involves in E-Banking (Electronic
Banking) is the most frequently used in Nigeria. Other prominent domain such as
health, education, real estate, travel and tourism platforms are not even widespread in
the country.
The adequacy of banking platform between respondent’s stems from the circumstance
that it had only been capable to expand its business transaction by making it faster and
more appropriate and furthermore by delivering ease transaction. In the past decade,
probably like 10 years ago, customers walk into the banking hall and would queue up
for some hours at the bank in-order to process quick transactions. But at present, in this
21st century and the innovation of E-commerce, transactions usually take place online
and also transfer of funds could be made instantly thus, improving its level of
transaction.
Additionally, it could be perceived from the responses of the respondents that the
implementation of e-commerce in Nigeria is unacceptable (Question 19 Online
Survey), this is because majority of people experienced poor quality services as a
consequence of poor network services and inter-connectivity problems. Apart from
these issues, in Nigeria some bank customers in most times has had issues with long
queue at the Automated Teller Machine (ATM) machines, charging of customers
account by the ATM machine without dispensing money (Premiumtimesng, n.d)
Lastly, processing transactions online via e-commerce platforms is moderately new in
Nigeria. Nevertheless, with the rate of Internet fraud in the country is also the reasons
for worries since fraud was the main reason why some of the respondents do not feel
protected when making use of personal credit cards for online transactions.
It might be recognised that e-commerce has also been widely acknowledged by some
majority in Nigeria.

5.3 Summary of findings associated to the research Questions

This section of thesis critically analyses the impact of web and mobile commerce in
Nigeria, the issues behind e-commerce in Nigeria, how it can be improved and
eliminated, also a clear understanding and considering investigations been made. The
discussion will also reflect on the introduction, research questions and finally the
literature reviewed in this thesis.

5.4 The Attitudes and Views on Web and Mobile Commerce

The attitudes and views of respondents are analytically observed on the impact of web
and mobile commerce in Nigeria. In this thesis, Findings suggested that majority of the
respondents were very familiar with the idea and e-commerce solution. Respectively, a
mean score of 2.71 was stated of respondent’s view on the level of the implementation
of e-commerce in Nigeria, suggestion that respondents might held a confident opinion
of the importance of e-commerce in Nigeria.
Similarly, the study as well found that about 41.3% of respondents perceived e-
commerce to be slow penetration of internet, 37.0% perceived it to be security concerns,
15.2% saw e-commerce as lack of trust 6.5% while the remaining 6.5% considers that
consumer’s awareness level is low.
5.5 Purposes of an E-Commerce System

Based on this thesis, Findings also commended a confident perception by respondents

as regards to the purpose of an e-commerce system in general. Responses to the use of
an e-commerce system verified a positive mean score of 2.65. Moreover, the
breakdown shown that 78.2% of respondents stated that the main purpose of e-
commerce which is main known in the society, is for the use of business and personal
purposes. Another recorded 12.7%, which claimed that e-commerce, is really for
personal use. While 9.1% of the respondent claimed that e-commerce is for business
use only.
Based on this, it is obvious that the country has embraced e-commerce but the thing is
that, different people with different ideology based on the purpose of e-commerce
system. But let’s make this very clear even when you discuss with people regarding e-
commerce. Some people might still prove it that it is for business use only and other
might say it is for personal use only. It might be based on their own understanding of
what is it. But in-order to embrace this innovative technology; it is for both business
and personal use because some business organisation makes payment or transaction
online such as bank, brokerage, and advertisement etc. while for personal, individual
might just pay directly for an online ticket, cable TV subscription and even mobile
online top up.

5.5.1 Mobile Commerce Innovation

Investigating what respondents think about Mobile commerce (M-Commerce) in the

study. In-order to understand the term “M-Commerce” respondents have its own
knowledge on what m-commerce is about for easy understanding.
Based on research and analysis, it shows respondents were familiar with this
technology and ready to fully embrace both m-commerce and its concepts. Findings
from the study clearly discovered that as much as 49.3% of the respondents claimed
that m-commerce is very convenient. Also, 20.9% believed that services are available
anywhere, 16.4% as well claimed that services are available anytime and finally 13.4%
believed that devices like SIM and PIN are effective. This investigation showed that
respondents are not new to the m-commerce technology, and it is clear that it has
already been embraced globally.
The research has proved that m-commerce is not just new to people it is already global.
One the other side, if these analyses are to be compared, it is understandable that
respondents actually have a good understanding of what mobile commerce is but based
on the finally results received, it shows that at least the picture is not clear to the
respondent. Since claiming that devices like SIM and PIN are effective. Additionally,
the most important thing is that there is an understanding of what mobile commerce is
about and also respondent’s views and concerns.

5.5.2 The Motivation of E-Commerce

The views of respondents are critically observed on how long respondents have been
using web and mobile commerce in Nigeria. So far so good, results suggested that
majority of the respondents were very familiar with e-commerce solution. Since some
respondents have even recognise and same time been using e-commerce for more than
five years, it is clear that Nigeria has already embraced e-commerce.
According to respondents 40% have been using e-commerce for over five years, 25.5%
have been using it for two years, 21.8% of respondents have been using it for three
years and finally 12.7% of the respondents have been using it for just one year.
Based on these results by respondents, it is obvious that the drive of e-commerce in
Nigeria is extremely positive. Since some respondents have been using it for even more
than five years and also with the highest percentage of usage, it shows that within the
next 5 years’ e-commerce will definitely associate with every sector of business just
like the United Kingdom, United States, Canada and China.
Respectively, a mean score of 2.71 was stated of respondent’s view on the level of the
implementation of e-commerce in Nigeria, suggestion that respondents might held a
confident opinion of the importance of e-commerce in Nigeria.
Similarly, the study as well found that about 41.3% of respondents perceived e-
commerce to be slow penetration of internet, 37.0% perceived it to be security concerns,
15.2% saw e-commerce as lack of trust 6.5% while the remaining 6.5% considers that
consumer’s awareness level is low.
5.5.3 E-Commerce Largest Market Share in Nigeria

Findings suggested a positive perception by respondents about the numerous types of

e-commerce, what which has the largest market share in Nigeria. The breakdown of
this research revealed that 50% of respondents agree that “Business-to-consumer” has
the largest market share in the country, while 42.6% also prove that “Business-to-
business” has the largest market share and lastly, research revealed that 7.4% of
respondents believe that “Business-to-government” are the largest market share in
Nigeria.
Based on research, since 50% of the respondents believed that “Business-to-consumer”
has the largest market share in Nigeria, with a mean score of 1.65.
In order to justify this result, the “Business to Customer” mostly explains the actions
of businesses in trading products and as well as services. For instance, purchasing an
apple iPhone from an electronics store, simply identify the business to customer. Most
of these transactions highly take place online. Just like performing a weekend shopping
online. It is the same “Business to Customer” nothing makes it different.
While 42.6% of respondents that believed the “Business to Business” market share
which means that in a situation where by the business is determined on selling products
or services to other businesses, then it is known as “Business to Business” for instance
having “EBay Store” or “Alibaba” these are business to business, just like a scenario
whereby a manufacturer can easily sell to a wholesaler, or an instance where by a
wholesale can sell to a retailer. These are business-to-business aspect of the market
share. In conclusion, even in most countries the business to customer market share is
always the largest compare to others.
5.5.4 How E-Commerce Is Supportive To The Consumer In The E-business
Domain

E-commerce supports business in various ways, in most cases it is very difficult to

predict which is accurate about the research question. Findings suggested that majority
of the respondents were very familiar with different ideas.
Similarly, the study as well found that about 50.9% of respondents perceived e-
commerce fastens business process, while 29.1% perceived it to broaden consumer
choice and lastly 20% also believe that it encourages price transparency. Based on this
research, it is clear that e-commerce is supportive to the consumer in the e-business
domain by fastening most business processes, which is one major reason why most
businesses are embracing e-commerce in the society.

5.5.5 E-Commerce as Commercial Vs. Traditional Commercial Methods

E-commerce as commercial means has its advantages over the traditional commercial
methods. Based on the opinions of respondents on this research question, it is very
simple and understandable when it has to do it digital and non digital in this 21st century.
Although, 90.9% of respondents agree that e-commerce as commercial means has its
advantages over the traditional commercial methods, 1.8% of respondents disagree that
e-commerce as commercial means has its advantages over the traditional commercial
methods and lastly 7.3% of respondents say no idea. In order to clarify this, if 90.9%
of respondents are approving that e-commerce as commercial means has its advantages
over the traditional commercial methods then from different perspective and research,
since the rapid development of the Internet, environment and structure of rivalry in the
traditional way of doing business and e-commerce has transformed seriously. A
positive mean score of 1.16 was recorded for these acknowledged reasons.
Nevertheless, the core difference between traditional commerce and e-commerce is that
all is digital in the 21st century, also there is nothing like “agent” in e-commerce, it is
quiet faster and business transactions on the Internet are really safeguarded than
traditional retail environment.
5.6 Resolutions

Customer perspectives to E-Commerce are always straightforward in determining its

existence and sustainability in developing markets and economy. Agreeing to Andrew
Groves in “High Output Management” written in 1983, which stated that, “In the future,
some organisations will be internet corporations”. This framework, e-commerce means
that the future is already here, as most business operations have advanced from the
traditional old way of doing business to generally commercial over the Internet, so far,
so good this is from the digital world platforms and devices that are used for e-
commerce transactions. Since “Andrew Groves” has already revealed the future to
come many years ago, then here is the future. Additionally, the usage of e-commerce
and the approach of customers concerning e-commerce is equally a dynamic feature of
an emerging economy that monitors significance among other economies around the
world.
The absolute fact that of the issues and challenges associated with e-commerce in
developing countries is a great reality; this is usually because of the environment, these
challenges though should not be a aim to abandon this determined changing platform
but reasonably business and organizations should develop a suitable approaches that
might support in affecting these tasks which will in turn make customers more
accessible to using these platforms to transact business. As a result of the considerations
mentioned above, below are some recommendations as regards to the impact of web
and mobile commerce in Nigeria.
 6.0 CHAPHER 6: CONCULISON

This thesis examined the impact of web and mobile commerce in Nigeria. The result
revealed that e-commerce adoption has important impact on service processes, cost
process, discounts and income levels. E-commerce has been accepted as an essential
tool that might support the Nigerian market to obtain information about a specific
customer requests and foreign contenders from foreign suppliers over the world.
As the e-commerce paradigm in business transactions shifts from developed countries
such as Britain, USA, Japan and Canada to developing countries, the results of this
study provides to limited study on e-commerce in developing countries and relevant to
future research in e-commerce and related fields. Also, priority consideration to
improve e-commerce adoption focused on technology infrastructure and solutions to
poor electricity supply. The study provides a benchmark for provision of best
devices/appropriate strategies, suitable policy and infrastructures to assist Nigerian
businesses and consumers in their transactions via e-commerce. The respondents cut
across the six geopolitical zones of Nigeria strengthening generalisation of the findings,
although with high values of male respondents. Future research should look towards
population sample drawn from commerce-oriented individuals and e-commerce
adoption in other developing countries. The results identified and investigated factors
in e-commerce adoption namely: lack of government policies and support, socio-
economic factors, infrastructural factors are significant to this study. Depicting the
challenges in terms of government policies and supports, socio-economic situations and
technology infrastructure in place mostly centred cost effect. Provision of technology
infrastructures and IT education at primary levels of education will encourage e-
commerce adoption irrespective of the current limitations with limited existing
infrastructures, poor economic situation and poor socio-cultural conditions.
 7.0 CHAPTER SEVEN

PROJECT PLAN AND MANAGEMENT

Management is the process of attainment activities completed efficiently and

successfully through one means or the other. Similarly, project planning is the key
to implement a project effectively. Creating of a project plan is the primary thing
in order to carry out any type of project. In some circumstances, some project
manager or supervisor at first outlook the development of a project plan as a
misuse of time, as a result, the project end up failing. Project plan can save
significant time, resource and problems.
In order to avoid possible overrun on this research, a Gantt chart has been created
providing the calculated time, on how long all the phases of the research should
take. Additionally, this will be used as a guide since research can be concluded
faster. This chart will also be used to observe if the project is declining behind in
research. (Please see Gantt chart in Appendix C).

RECOMMENDATION

Based on the research result, the following suggested recommendations might support
successful adoption of e- commerce in Nigeria:
 A. Develop a political vision; strategic objectives; policies and design
mechanisms for the cooperation between parties to control e-services,
irrespective type of service.
B. Embrace programs to safeguard the information, in order to prevent mishandle
and to increase Internet security.
C. Consideration and media publicity to spread public awareness to push
customers and employees to make use of e-commerce.
D. Determine the strategic significances of e-commerce adoption and restructure
some of the actions in order to manage with the facility of e-commerce.
E. Study and reproduction of the best experiences of e-government international.
F. Constant focus on improving technical infrastructure required for the
operation of e- commerce and the measures and internal systems support e-
commerce.
G. Finally, Government should improve the legal infrastructure such as privacy
law, e-signature and knowledge acquisition law.

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