E-Commerce Adoption and Competitive Advantage among Retail Lock-Up Stores in Awka Metropolis, Anambra State
Keywords:
Competitive Advantage, E-Commerce Adoption, Retail Lock-Up Stores, Social Media Engagement, Digital Marketing, Online Sales, Website Quality, E-Payment SystemsAbstract
This study investigates the relationship between e-commerce adoption and competitive advantage among retail lock-up stores in Awka metropolis, Anambra State, focusing on key independent variables: social media engagement, digital marketing, online sales, website quality, and e-payment systems. Utilizing Cochran’s formula, a sample of 246 respondents was analyzed using simple percentages for demographic profiling, descriptive statistics for objective analysis, and regression analysis for hypothesis testing. The research draws on the Technology Acceptance Model (TAM), initially proposed by Davis in 1989. TAM aims to explain and predict user behaviour in technology adoption by focusing on perceived ease of use and perceived usefulness as fundamental factors influencing the decision to adopt new technologies. Preliminary findings indicate that 62% of respondents actively engage in social media, with 70% highlighting digital marketing as crucial for customer acquisition. Regression analysis revealed a significant positive relationship between the independent variables and competitive advantage, with social media engagement (β = 0.35, p < 0.01) and digital marketing (β = 0.30, p < 0.01) emerging as the most influential factors. The overall model explained 62% of the variance in competitive advantage (R² = 0.62). The study's results suggest that the e-commerce adoption strategies employed by retail lock-up stores significantly enhance their competitive advantage, addressing the pressing need for technological integration in business practices. Recommendations include increasing investment in e-commerce infrastructure, enhancing social media strategies, and utilizing digital marketing campaigns to bolster customer engagement. This research contributes to the understanding of how e-commerce capabilities can be harnessed to create a sustainable competitive edge in a rapidly evolving retail environment.
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Copyright (c) 2023 Nwosu, Kanayo Chike, Nwokoye, Ifeoma Emmanuella, Okoro, Stanley Ngozi Anicho
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