Influence of information and communication technology on consumer purchasing behaviour in Calabar Urban, Cross River State, Nigeria

Consumer purchasing behaviour is always influenced by many factors ranging from psychological, social and economical to cultural. However, one cannot claim vividly if information and communication technology does actually influence consumer purchasing behaviour and to what extent. This paper therefore, seeks to ascertain the influence of information and communication technology on consumer behaviour in Calabar, Cross River State. One hundred respondents were used as population for the study out of which 30 producers and 30 consumers were used as the study sample using sampling techniques to select them. Two research questions and one hypothesis were formulated respectively. Mean and standard deviation statistics were used to analyse the research questions, while the hypothesis was tested using t-test at .05 level of significance. The results revealed that information and communication technology influences consumer purchasing behaviour. Based on the findings, it was recommended among others that information and communication technology should be seen as a child of necessity for the manufacturing and marketing firms in Nigeria for easy sales promotion.