Investigation of Online Shopping Behaviour and Trust Determinants Among Consumers in Port Harcourt, Rivers State, South South Nigeria

Online shopping is growing rapidly in Nigerian urban centres, yet consumer trust remains a critical determinant of adoption and repeat purchase behaviour, particularly in cities like Port Harcourt where experiences with product quality and delivery reliability vary widely. This study investigates online shopping behaviour patterns and the determinants of consumer trust in e-commerce among residents of Port Harcourt, Rivers State. A cross-sectional survey was administered to 290 online shoppers recruited through purposive and convenience sampling from three university campuses and one commercial district. The questionnaire assessed purchasing frequency, preferred platforms, product categories purchased, trust determinants (payment security, return policies, seller ratings, product descriptions), and satisfaction levels. Descriptive statistics, Pearson correlation, and regression analysis were computed in SPSS. Literature from South South Nigeria identifies product misrepresentation, delayed delivery, and payment fraud as the leading drivers of consumer distrust in e-commerce platforms. The Transaction Cost Theory and McKnight's Model of e-Trust provide the theoretical reference. Findings indicate that payment security assurances and verified seller rating systems are the two strongest predictors of purchase intention, together explaining 57 percent of variance in trust scores. The study recommends consumer protection frameworks from the Consumer Protection Council applicable to digital commerce, integrated escrow payment systems, and platform-level seller verification standards. Keywords: online shopping, consumer trust, e-commerce, Port Harcourt, Rivers State.