Our study investigates the mediating role of trust in online buying behavior among consumers in Nigeria, where e-commerce adoption faces unique challenges due to systematic trust deficits. Using a quantitative research methodology, data was collected from 300 respondents through structured questionnaires and analyzed using Hayes Process Macro in SPSS. The findings indicate that trust significantly impacts online purchasing decisions, serving as a crucial mediator between product quality, convenience, and consumer behavior. These results emphasize the importance of building and maintaining consumer trust to boost online sales in emerging markets, particularly the Nigerian market. For e-commerce businesses, this means prioritizing strategies that foster trust, including improving product quality, ensuring convenient and reliable service, and maintaining transparent communication channels.
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