Platform reputation and brand familiarity in shaping consumer trust in Jumia and Temu
This study examines the role of platform reputation and brand familiarity in shaping consumer trust in Jumia and Temu within the Nigerian e-commerce environment. The rapid growth of online retailing has increased consumer access to digital marketplaces, but trust remains a critical factor influencing adoption and continuous usage. The study adopted a comparative cross-sectional survey design, drawing data from 400 active online shoppers across Lagos, Ogun, and Oyo States. Data were collected using a structured questionnaire and analysed using multiple regression and ANOVA at a 5% significance level. Findings reveal that brand familiarity, advertising exposure, platform visibility, and peer influence significantly enhance consumer trust, whereas perceived affordability and Temu’s global presence do not significantly predict trust. The ANOVA result confirms that platform reputation and brand familiarity jointly have a significant effect on consumer trust. The study concludes that trust is more strongly driven by familiarity and locally grounded reputation than by price advantage alone. It recommends that e-commerce platforms strengthen local trust-building strategies, improve service transparency, and enhance brand visibility to increase consumer confidence and loyalty in Nigeria’s online retail market.
Keywords: Consumer trust; platform reputation; brand familiarity; e-commerce; Jumia; Temu; Nigeria; online shopping; digital marketplaces
