Abstract
Increased access to internet and mobile phones has led to increase in online shopping. However, online retail penetration is still generally low in Africa. This study investigates the relative importance of trust in vendor and perceived website quality on online shopping in Nigeria. Data was collected from a sample of workers in Nigeria’s banking industry. Results show a high correlation between trust and perceived website quality, and that both positively affect consumers’ online purchase intentions. However, perceived website quality has more weight than trust in vendor. The results suggest that in certain markets, trust in internet vendors alone may not be enough to spur consumers to make purchases online. The results also suggest that consumers do not really differentiate between trust in vendors and perceived website quality. These findings are particularly useful to online vendors and foreign companies that want to offer online shopping in Nigeria, and SSA at large.