THE ROLE OF CONTENT USEFULNESS IN DRIVING CUSTOMER SATISFACTION AND REVISIT INTENTION IN NIGERIAN E-COMMERCE
DOI:
https://doi.org/10.35631/AIJBES.827039Keywords:
Content Usefulness, Customer Satisfaction, E-Commerce, Nigeria, Revisit IntentionAbstract
The rapid growth of e-commerce in Nigeria has intensified competition among online retailers, making customer satisfaction and retention increasingly critical for platform sustainability. Despite the expanding digital marketplace, many Nigerian e-commerce platforms continue to face challenges related to information quality and customer engagement, which can lead to dissatisfaction and undermine characterised by infrastructural constraints and evolving digital trust, understanding how content usefulness influences post-purchase behaviour is therefore critical. Grounded in the Delone & Mclean’s Information System Success model (D&M IS Success Model) this study examines the effect of content usefulness on customer satisfaction and the subsequent effect of satisfaction on revisit intention. The study posits that useful, relevant, and decision-supportive information enhances satisfaction, which in turn strengthens revisit intention. Survey data were obtained from 348 active customers of leading Nigerian e-commerce platforms and examined using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that content usefulness significantly enhances satisfaction, which drives and mediates revisit intention. Theoretically, the study validate the D&M IS framework within Nigeria’s underexamined e-commerce environment. From a managerial perspective, the findings highlight the strategic importance of delivering accurate, relevant, and helpful content to enhance user satisfaction and encourage repeat patronage in Nigeria’s rapidly evolving digital marketplace.
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