Globally, online group buying (OGB) enjoys wide acceptance within the ecosystem of electronic commerce. Despite its popularity, it is still nascent in Nigeria and most sub-Saharan African (SSA) economies. With increased internet and online shopping penetration in SSA, the low-price advantage of...

While most research on electronic commerce has focused on customer behaviour according to websites' functional tasks, consumers are influenced by many other factors such as website content and design, especially in online food shopping. This is the first study that aims to examine which...