Publication Details
Abstract
The rapid growth of e-commerce in Awka, Anambra State, has underscored the importance of accurate and reliable product availability information in influencing online purchasing behaviour.. Despite the increasing number of supermarkets offering online platforms, many consumers encounter challenges related to stock accuracy, clarity of product availability, ease of access to information, update frequency, and completeness of product details. These factors potentially impact consumers' confidence and satisfaction, thereby affecting their likelihood of repeat purchases and overall online order volume. This study investigates the impact of product availability information on online orders from supermarkets in Awka, with the frequency of repeat purchases serving as a proxy for online order activity. Using a descriptive research design, data were collected from a sample of 193 respondents through structured questionnaires. Descriptive statistics such as simple percentages, means, and standard deviations were employed to summarize respondent characteristics and perceptions. To analyze the relationship between independent variables - stock accuracy, clarity of availability, ease of access, update frequency, and completeness of information - and the dependent variable (repeat purchases), an econometric regression technique, Ordinary Least Squares (OLS), was utilized. The regression results reveal that stock accuracy (β = 0.315, p < 0.01), clarity of availability (β = 0.278, p < 0.05), ease of access (β = 0.204, p < 0.05), update frequency (β = 0.231, p < 0.01), and completeness of information (β = 0.192, p < 0.05) all positively and significantly influence online repeat purchases. The overall model indicates that these variables jointly explain a substantial proportion of the variance in online order behaviour. among respondents. Based on these findings, it is recommended that supermarkets in Awka prioritize accurate stock management systems, improve the clarity and transparency of product availability information, enhance the ease of accessing this information on their platforms, and ensure timely updates to product data. Such measures are expected to increase customer trust, satisfaction, and repeat purchase rates, ultimately boosting online sales.