Home Cyberpsychology & Technology Age and Education Significantly Moderate the Impact of E-Service Security on Customer Loyalty

Age and Education Significantly Moderate the Impact of E-Service Security on Customer Loyalty

Reading Time: 2 minutes

A new study reveals that age and education significantly moderate the impact of e-service security on customer loyalty within the Nigerian online shopping landscape. The research highlights the crucial role of demographic factors in shaping online consumer behaviour. The findings were published in the Michigan International Journal of Marketing, New Media, and Communication.

The study employed a survey research design, gathering data from 353 online shoppers who interacted with major Nigerian e-commerce platforms like Jumia and Konga over the past year. Using the technology acceptance model (TAM) as its theoretical framework, the researchers conducted both descriptive and inferential statistical analyses, including hierarchical regression, to test their hypothesis​​.

The research uncovered that both age and education significantly influence the relationship between e-service security and customer loyalty. Specifically, it was found that the impact of security on customer loyalty varies significantly depending on the age and educational background of the online shoppers. Older and less-educated consumers displayed higher levels of concern regarding e-service security, which in turn affected their loyalty to online shopping platforms .

Conversely, younger and more-educated individuals were more likely to trust and remain loyal to secure e-commerce platforms. This group is typically more tech-savvy and less risk-averse, highlighting the importance of tailoring e-service security measures to different demographic segments to foster trust and loyalty across the board.

The study’s findings are consistent with the Technology Acceptance Model, which posits that perceived usefulness and ease of use significantly influence technology adoption. In the context of online shopping, the perceived security of e-commerce platforms enhances their perceived usefulness, thereby influencing customer loyalty.

These insights are crucial for e-commerce practitioners and policymakers. Implementing security measures that cater to the varying needs and preferences of different age groups and educational backgrounds can enhance customer trust and loyalty. For instance, providing additional security features or customisation options based on user profiles can significantly improve user experience and satisfaction.

Recommendations for e-commerce platforms

  • Tailored security measures. E-commerce platforms should offer adaptable security features that cater to the diverse needs of their user base. This could involve providing optional enhanced security measures for those who prefer them.
  • Educational campaigns. There is a need for targeted educational initiatives to raise awareness about the importance of e-service security among online shoppers. These campaigns should be designed to effectively reach different demographic segments.
  • User-friendly security features. Security features should be designed with usability in mind, ensuring that they are accessible and easy to understand for all users, regardless of their technological proficiency .
  • Continuous monitoring. Online businesses should continuously monitor customer feedback and behaviour to identify evolving security concerns and loyalty drivers among different demographic groups. This allows for timely updates and improvements in security measures.
  • Collaborative research. Collaboration between academic researchers, industry stakeholders, and policymakers is essential to advance the understanding of the interplay between e-service security, age, education, and customer loyalty. Further research should explore additional factors influencing these relationships to develop more targeted interventions.

© Copyright 2014–2034 Psychreg Ltd