Mediating Role of Social Media on Online Shopping Behavior: Smart-PLS Approach

Consumer behaviour and decisions to buy from online retailers were increasingly influenced changed by social media. Because of the never-ending advances in information technology, shopping is becoming more popular. Therefore, this study aimed examine mediating effect media on Nigeria. A cross-sectional was used, a simple random sampling procedure used select three hundred eighty (380) shoppers. Data analysed using Structural Equation Modelling –Partial Least Square (SEM-PLS). The analysis revealed that advertising had an insignificant with path coefficient (Beta value = 0.11; t 1.743; p= 0.082). There positive relationship between 0.787; 34.556; 0.000). proposed Online Shopping Behaviour (=0.378; t-value =5.735; p =0.000) supported. In contrast, projected Trust (=0.466; =12.817; =0.000). Lastly, result there strong correlation Behaviour.