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

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.