Title: The Influence of E-Commerce on Consumer Buying Behavior in Uganda: A Case Study of Jumia Uganda
Authors: Asiimwe Isaac Kazaara, Akampurira Sarah
Volume: 9
Issue: 2
Pages: 19-23
Publication Date: 2025/02/28
Abstract:
The study examined the impact of e-commerce adoption, particularly through Jumia Uganda, on consumer buying decisions, as well as the key factors influencing consumer trust and preferences in online shopping. Additionally, the study assessed the challenges and opportunities associated with e-commerce growth in Uganda and their implications for consumer purchasing behavior. Multiple linear regression analysis was conducted to determine the relationship between e-commerce adoption and consumer behavior, using key independent variables such as digital payment accessibility, product quality, delivery efficiency, and consumer trust. The regression results indicated that e-commerce adoption significantly influenced consumer buying decisions (? = 0.743, p < 0.001), explaining approximately 67% of the variance in consumer purchasing behavior (Rē = 0.67). Among the examined factors, consumer trust had the highest positive effect (? = 0.685, p < 0.001), followed by digital payment accessibility (? = 0.521, p = 0.003) and product quality (? = 0.478, p = 0.009). Furthermore, challenges such as delivery inefficiencies (? = -0.462, p = 0.011) and cyber security concerns (? = -0.398, p = 0.017) negatively impacted consumer engagement with online shopping platforms. The study established that while e-commerce presented immense opportunities for growth in Uganda, significant barriers such as unreliable logistics, security concerns, and limited digital inclusion restricted wider adoption. It was recommended that e-commerce platforms and policymakers enhance digital payment security, improve product quality control, invest in efficient delivery infrastructure, and implement consumer awareness campaigns to boost trust and participation in online shopping. The findings provided valuable insights for stakeholders seeking to expand the e-commerce sector and improve digital retail experiences in Uganda.