EFFECT OF DIGITAL DISTRUST ON ATTITUDE TOWARDS ONLINE SHOPPING AMONG UNDERGRADUATES IN ENUGU STATE, NIGERIA

There is a growing trend in online shopping in Nigeria fuelled mainly by the increasing innovations in cyberspace. However, the consumers unrestrained passion for the digital marketplace has been influenced by concerns about security, privacy, data breach, and trust. Consumers are becoming increasingly aware of the presence of digital manipulations. Thus, the present study examines the effect of digital distrust on attitude towards online shopping. Two hundred and twenty-eight undergraduates from three public tertiary institutions in Enugu state participated in the study. The respondents completed a self-report measure of digital distrust and attitude towards online shopping. The simple regression analysis revealed that digital distrust is a positive predictor of online shopping. The implications of the study are discussed.