The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi State Residents of Nigeria

Anthony Ekwueme and Akagwu

The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi State Residents of Nigeria

Anthony Ekwueme and Akagwu * §

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§ University of Nigeria, Nsukka.

The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi State Residents of Nigeria

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Abstract

The sharp increase of Internet usage, as well as, the systematic progress of information technology has transformed the way goods are bought and sold, resulting to the exponential growth in the number of online shoppers. The advances in Internet technology allow for the expansion of shopping options beyond traditional methods that may be more time consuming. This study sought to examine the influence of online marketing on the purchasing behaviour of Kogi State residents. It also looked at the level of awareness of online marketing among Kogi resident, the factors that influence online shopping behaviour of consumers, the level of patronage for the online stores in Kogi State and the degrees of various challenges faced by online customers of Jumia and Konga in general. Understanding the factors that influence the consumers buying behaviour is imperative towards repositioning a business for success. The technology acceptance model and uses and gratifications theory were employed in this study.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Anthony Ekwueme and Akagwu. 2017. "The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi State Residents of Nigeria". Global Journal of Human-Social Science - A: Arts & Humanities GJHSS-A Volume 17 (GJHSS Volume 17 Issue A6).

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GJHSS Volume 17 Issue A6

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Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

Keywords

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Classification

GJHSS-A Classification FOR Code: 150501

Submission ReceivedDecember 11, 2016
Peer Review Double Blind
Handling Editor
Accepted January 4, 2017
Published January 15, 2017

Version of record

v1.2

Issue date

November 22, 2017

Language

English

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Article Matrices

Total Score: 103

Country: Nigeria

Subject: Global Journal of Human-Social Science

Authors: Anthony Ekwueme, Akagwu, Akoji Nehemiah (PhD/Dr. count: 0)

View Count (all-time): 360

Total Views (Real + Logic): 1161

Total Downloads (simulated): 48

Publish Date: 2017 01, Sun

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Total Views: 1.2K

Total Downloads: 48

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