Consumers’ Perception of the Credibility of Online Retail Shops’ Product Advertisement and Implication for Product Patronage: A Study of Jumia and Konga

                                  OKOYE, GODWIN

Department of Mass Communication

Caritas University, Amorji-Nike, Enugu, Enugu State

E-mail: Emmachiwoke@yahoo.com

ABSTRACTS

This study examines consumers’ perception of the credibility of online retail shops’ product advertisement and implication for product patronage with particular focus on Jumia and Konga. In carrying out this study, survey research method was used. The population of study was South-East Nigeria. A sample size of three hundred and seventy-six (376) was drawn from the population of the study. After the analysis, the results revealed that consumers in South-East Nigeria see Jumia and Konga online product adverts as not being credible. The findings also revealed that increasing Internet fraud in the country, past experience and deceitful nature of the adverts were the major factors inhibiting the credibility of Jumia and Konga online product adverts. It was however discovered that though Jumia and Konga online adverts influence consumers into buying their products, the extent of patronage is still low. Base on these findings, the researcher recommended that there should be increased enlightenment and education of the online product consumers through workshops, seminars, radio, television and newspapers by Jumia and Konga on how best to secure their personal data while shopping online. Also, the cybercrime law should be effectively enforced to deter people from engaging in online scam. Jumia and Konga on their part, should build sustained corporate credibility by ensuring that all advertised products online meet the expectations of the consumers as claimed by such ad.

Keywords: Online Retail Shops, Consumers’ Perception, Online Ads, Credibility