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E-Commerce, Institutional Voids, and Socio-Cultural Factors in Online Groceries Shopping: Exploring the Interrelationships in an African Context

Oludayo E. Adekunle et al.

Journal of African Business2026https://doi.org/10.1080/15228916.2026.2637254article
AJG 1ABDC C
Weight
0.50

What the paper says

This study explores how socio-cultural complexities and institutional barriers affect the shopping experience of online groceries shoppers in Africa. Adopting a qualitative method with an interpretivist philosophy, 16 in-depth semi structured interviews were conducted with online groceries shoppers in Lagos, Nigeria. Findings reveal that while participants adopt online shopping due to convenience, product variety, and AI-powered decision-support devices, their engagement is constrained by digital mistrust, data insecurity, infrastructural limitations, and weak regulatory enforcement system. The theoretical contributions relate to the e-commerce and technology acceptance literature, and the managerial implications include insights for platform designers, retailers, and policymakers to enhance trust and digital inclusion. This knowledge will help to enhance the emerging markets’ digital retail landscape. Our paper also extends the current theorizing around institutional theory.

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https://doi.org/https://doi.org/10.1080/15228916.2026.2637254

Or copy a formatted citation

@article{oludayo2026,
  title        = {{E-Commerce, Institutional Voids, and Socio-Cultural Factors in Online Groceries Shopping: Exploring the Interrelationships in an African Context}},
  author       = {Oludayo E. Adekunle et al.},
  journal      = {Journal of African Business},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1080/15228916.2026.2637254},
}

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E-Commerce, Institutional Voids, and Socio-Cultural Factors in Online Groceries Shopping: Exploring the Interrelationships in an African Context

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.