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首页> 外文期刊>European Journal of Business and Management >Impact of Social Media Networks on Consumer Patronage in Nigeria: A Study of Jumia and Konga Nigeria Limited
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Impact of Social Media Networks on Consumer Patronage in Nigeria: A Study of Jumia and Konga Nigeria Limited

机译：社交媒体网络对尼日利亚消费者惠顾的影响：Jumia和Konga Nigeria Limited的研究

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This study was carried out on the impact of social media networks on consumers’ patronage of products. It was premised on the proliferating notion of online retail businesses in Nigeria particularly through the use of many social media like Facebook, Twitter, YouTube, Google Stores, Likedlin, etc despite the nefarious atrocities of internet fraudsters. Among the most notable retail companies that engage in such online businesses in Nigeria are Jumia and Konga Nigeria Ltd, upon which this study was carried out as well as on the consumers who patronize the companies both in Enugu and in Lagos state. Two objectives were sought; to determine the perception of the consumers toward online shopping and to determine the extent to which the consumers patronize the online retailers.To achieve these objectives, a cross sectional survey research design was adopted with questionnaire being the data collection instrument. The data collected were analysed and presented in tables. The hypotheses were tested using ANOVA and Chi-square statistical tools at 5% level of significance and specified degrees of freedom. Among others, the findings revealed that there is a significant difference in the perceptions of the entire consumers and that consumers patronize online retailers very significantly. The study concluded that consumers would continue patronizing online retailers at a crescendo despite their varying perception of internet usage. Keywords: Network, Data, Social media and Consumer.
机译：这项研究是针对社交媒体网络对消费者光顾产品的影响而进行的。它以尼日利亚在线零售业务的泛滥为前提，特别是通过使用许多社交媒体（例如Facebook，Twitter，YouTube，Google Stores，Likedlin等），尽管互联网欺诈者犯下了恶毒行径。在尼日利亚从事此类在线业务的最著名的零售公司是Jumia和Konga Nigeria Ltd，在此基础上进行了这项研究，以及对光顾Enugu和拉各斯州的公司的消费者进行了研究。寻求两个目标;为了确定消费者对在线购物的看法并确定消费者光顾在线零售商的程度。为了实现这些目标，采用了以问卷调查为数据收集工具的横断面调查研究设计。分析收集的数据，并在表格中显示。使用ANOVA和卡方统计工具在5％的显着性水平和指定的自由度下对假设进行了检验。除其他外，调查结果表明，整个消费者的看法存在显着差异，并且消费者非常光顾在线零售商。该研究得出的结论是，尽管消费者对互联网的使用情况有不同的看法，但他们仍将继续光顾在线零售商。关键字：网络，数据，社交媒体和消费者。

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