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A conceptual framework of a modified unified theory of acceptance and use of technology (UTAUT) Model with Nigerian factors in E-commerce adoption


Chiemeke S.C. and Evwiekpaefe A. E

The conduct of business has advanced from the ‘trade by barter’ days through the ‘commodity money’ era to a ‘cashless or digital’ epoch referred to as electronic commerce (e-commerce) (Ovia, 2008). Nigeria is a country highly dependent on cash for its transactions. Internet utilization is at its infancy in Nigeria despite the liberation of the telecommunication sub-sector in the 1990’s. Moreover, there is insufficient research in e-commerce on developing countries like Nigeria and limited understanding of the underlying factors that affect its adoption. Hence, in this paper we propose a conceptual framework of a modified Unified Theory of Acceptance and Use of Technology (UTAUT) model with Nigerian factors towards user adoption of e-commerce in Nigeria. However, the paper’s approach is based on an indepth literature review.

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