INVESTIGATING THE FACTORS AFFECTING JUMIA ADOPTION IN

NIGERIA

By

DEPARTMENT OF COMPUTER SCIENCE

FACULTY OF PHYSICAL SCIENCES
UNIVERSITY OF BENIN

SEPTEMBER, 2023

i
INVESTIGATING THE FACTORS AFFECTING JUMIA ADOPTION IN

NIGERIA

By

BEING A PROJECT REPORT SUBMITTED TO DEPARTMENT OF

COMPUTER SCIENCE, UNIVERSITY OF BENIN, IN PARTIAL
FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF
BACHELORS DEGREE IN COMPUTER SCIENCE

SEPTEMBER, 2023

ii
 CERTIFICATION

This is to certify that this project work was presented by ……. in partial fulfilment of the

requirements for the award of the Bachelor of Science (B.Sc.) degree in Computer

Sciences, University of Benin, Benin City.

__________________________ _________________________
Professor (Mrs) Annie O. Egwali Date
(Project Supervisor)

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 APPROVAL

This project work is hereby approved in partial fulfilment of the requirements for the

award of the Bachelor of Science degree in the Department of Computer Science, Faculty

of Physical Sciences. University of Nigeria, Benin City.

__________________________ _________________________
Professor (Mrs) Annie O. Egwali Date
(Head of Department)

__________________________ _________________________
Professor (Mrs) Annie O. Egwali Date
(Project Supervisor)

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DEDICATION

v
ACKNOWLEDGEMENTS

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 ABSTRACT

Despite the tremendous growth in the number of Internet users in Nigeria, adoption of

JUMIA by individuals is still in its early stages. The two main reasons that motivated this

study is to investigate the factors that affect individuals in Nigeria to use and adopt

JUMIA, as well as the limited studies conducted in this regard. This project work adopts

a quantitative methodology to answer the research question: What factors enhance the

likelihood of adoption of JUMIA in Nigeria? This research adopts a Unified Theory of

Acceptance and Use Technology (UTAUT). The constructs used in this model are:

performance expectancy, effort expectancy, social influence, facilitating conditions,

attitude toward using technology, computer self-efficacy, computer anxiety and

behaviour intention. The proposed additional constructs for this study are perceived

credibility (security, trust, privacy and risks), cultural background (religion and language)

and prevention factors (legislation availability, delivery services, postal address and

quality of Internet services). The findings from this study show that there is a statistical

effect of the factors noted above on behavioural intentions to use the technology; the

research hypotheses have been achieved except four hypotheses in addition to the

absence of the effect of moderator’s factors, such as age, gender, education and

experience. The finding also proved the importance of additional factors effecting

JUMIA adoption such as saving time, price, ease, faster shopping and delivery services.

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 TABLE OF CONTENTS

Title page…………………………………………………………………………...i

Certification………………………………………………………………………..ii

Approval…………………………………………………………………………...iii

Dedication………………………………………………………………………….iv

Acknowledgement…………………………………………………………………v

Abstract…………………………………………………………………………...vi

Table of contents…………………………………………………………………vii

CHAPTER ONE: INTRODUCTION

1.1 Research Background ........................................................................................... 1

1.2 Problem Statement ................................................................................................ 2

1.3 Research Question………………………………………………………………..3

1.4 Research Aim and Objectives............................................................................... 3

CHAPTER TWO: LITERATURE REVIEW

2.1 Background of E-Commerce ................................................................................. 4

2.2 Definition of E-commerce ..................................................................................... 7

2.3 Differences between E-Commerce and E-Business .............................................. 8

2.4 Types of E-Commerce ........................................................................................... 8

2.4.1 Business to Business (B2B) ................................................................................ 9

2.4.2 Business-to-Consumer (B2C) ............................................................................. 9

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2.4.3 Consumer-to-Consumer (C2C) .......................................................................... 10

2.4.4 E-Government .................................................................................................... 10

2.4.5 Consumer-to-Business (C2B) ............................................................................. 11

2.4.6 M-commerce ....................................................................................................... 11

2.5 Concept of IT Adoption Models ............................................................................11

2.6 Stages of Adoption Process .................................................................................. 12

2.7 IT Adoption Models............................................................................................... 12

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 The Research Model ............................................................................................. 29

3.2 Research Hypotheses .............................................................................................31

3.3 Instrument Development and Measurement ...................................................... …34

3.4 Data Collection Methods ..................................................................................... ..36

3.5 Research Instrumentation..................................................................................... ..36

3.6 Sample Selection ......................................................................................... ……..36

3.7 Statistical Tools and Data Analysis Approaches …………………………………37

CHAPTER FOUR: RESULTS AND DISCUSSIONS

4.1 The Validity and Reliability of the Parameters used in the Study……………….38

4.2 Descriptive Statistics ……………………………………………………………….39

4.3 Relationship of Constructs and JUMIA…………………………………40

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CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary…………………….. .............................................................................62

5.2 Conclusion ........................................................................................................... 62

5.3 Recommendation ...................................................................................................63

REFERENCES .............................................................................................................65