E-Commerce Advertisement and Usage Experience: The Case of Nigeria

Oscar Odiboh, Tolulope Oresanya, Thelma Ekanem


This study presents, at a glance, the level of awareness of some respondents about e-commerce platforms in Nigeria. It explores their preferences and provides some information on how they are responding to e-commerce commercials. The theoretical anchor is the Technology Acceptance Model. Some 97.5 per cent of the 200 respondents surveyed returned their completed questionnaire. The impressive number was as a result of the large number and efficiency of research assistants who
administered the instrument in the Ado-Odo Local Government Area of Ogun State, a political subdivision of Nigeria. Results show low awareness, though respondents had opined that the e-commercials were helpful and factual. The results further indicate that the productivity expected by respondents as a result of e-commerce patronage is unimpressive owing to infrastructural deficit, insecurity, illiteracy and a weak legal system. Findings indicate that reading manuals in local languages can lead to a better user experience. The deployment of biometric applications for more security, extensive media campaign as well as better machine-customer interaction can also help.
Keywords: Nigeria, E-commerce, Advertisement, Usage experience Digital wallet, Technology, ATM, POS.

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