IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 9 NO. 2 2025
DOI: 10.56201/ijmcs.v9.no2.2025.pg73.86

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Stimulators of Point of Sale Usage Behaviour: Analysis of Shopping Malls’ Patrons in South East of Nigeria

John Chidume Anetoh Ph.D; Nkoli Augustina Chendo Ph.D; Vivian Chioma Anetoh Ajakpo Ph.D; Helen Ijeoma Oranye Ph.D; Chidi Kenneth Akim Ph.D; John C. Anetoh

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Abstract

This paper examined the stimulators of point of sale usage behaviour among the patrons of the selected shopping malls in south eastern part of Nigeria. The study specifically ascertained the enablers of POS usage behaviour and investigated the extent the identified stimulators affect the POS usage behavior. The research adopted a positivist ontology and also a descriptive research design using the quantitative research approach in which data were generated using the research instrument. The population of the study comprised the patrons of the shopping malls under review. The sample size was 384 respondents and a convenient sampling strategy was adopted for the study. The data were sourced while the formulated hypotheses were tested using partial least square structural equation modeling at 5% level of significance. The findings revealed that perceived usefulness of POS had a significant positive effect on point of sale usage behaviour among shopping mall patrons in south east of Nigeria. The study found that perceived ease of use had a significant positive effect on POS usage behaviour among shopping mall patrons in south east of Nigeria. The findings showed that social influence had a significant positive effect on point of sale usage behaviour among shopping mall patrons in south east of Nigeria. The study found that trust in POS had a significant positive effect on POS usage behaviour among shopping mall patrons in south east of Nigeria. Based on the findings; the researchers recommended that among others that shopping mall patrons’ usage of point of sale can be sustained with improvements in perceived performance of POS, improvement in POS perceived ease of use and improvement in social influence. It was also recommended that the usage of POS can be improved if trust in the point of sale technology is sustained by shopping mall patrons in south east of Nigeria.

keywords:

Stimulators; POS, Analysis, Shopping Malls Patrons; South Eastern Nigeria

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