Exposure, Knowledge and Utilization of Jumia Online Shop on Purchase Decisions among Civil Servants at the Anambra State Secretariat, Awka
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Online shopping platforms have become integral channels for purchasing goods and services in Nigeria and globally, with Jumia standing out for its extensive product offerings and nationwide delivery capabilities. This study examined the exposure, knowledge, and utilization of the Jumia online shopping platform among civil servants at the Anambra State Secretariat in Awka, Nigeria. The research is grounded in the Technology Acceptance Model (TAM). The study used a mixed-methods approach, combining quantitative surveys (371 valid responses) and qualitative interviews (10 participants). The data were analyzed descriptively and thematically. Findings revealed moderate exposure to Jumia among civil servants, with occasional use reported and limited knowledge of its services, such as Jumia Wallet and specialized bookings. Furthermore, the study found that convenience, product variety, and user reviews were primary motivations for usage, while concerns over security, product authenticity, delivery reliability, and payment systems were significant barriers to adoption. Based on the findings, the researchers recommended that Jumia should organize training sessions and workshops within the Anambra State Secretariat and leveraging local media to enhance awareness and knowledge of Jumia among civil servants. Other recommendations include implementing robust security measures, expanding delivery infrastructure, ensuring product authenticity, and enhancing payment options.
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