See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/340174791

Trust and e-commerce; a case study on Jumia company.

Article  in  The Annals of the University of Oradea. Economic Sciences · November 2018

CITATIONS READS
9 3,830

2 authors:

Nicodemus Kitukutha Judit Oláh

University of Debrecen John von Neumann University, Hungarian National Bank – Research Center
10 PUBLICATIONS   338 CITATIONS    241 PUBLICATIONS   4,099 CITATIONS   

SEE PROFILE SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Impact of Tv Media On E-Commerce Growth and Performance in Developing Countries View project

THE PERCEPTION OF IMPLEMENTING INDUSTRY 4.0 ON SUPPLY CHAIN- A REVIEW ON SUSTAINABILITY PILLARS View project

All content following this page was uploaded by Nicodemus Kitukutha on 30 June 2021.

The user has requested enhancement of the downloaded file.

 < 9

#.(&%)= @# =L= /* < =&# -N/

>U - - "
4
%" 4
) - ( ) )-
-)+ ( ) )-
2 "*. 0 - ! C - . !
.- ! - .- ) - -
!! > )
4 . . .
- ) - - ! !
. - . ! C
> - - -
! ) - ! ! - . ! C
! ) +
- ! ! - -
0! ) - - C
> ) 5 - - - ! -
! - - !
. - ) - .
! . - ! -
) - -. -
- - - ! ! . - C
> ) - . ! - ? !
.- - - ! > - - . - -
.- ! - - )
. - . . ! .
- -) - - - . - - C
! - ! - - ) -
.- - ! -
! - C )
@%35("& 0 C ; ; ;! ;> )
-* #'#.* #($0 #6 #66 &6

A $ "(&=. #($

" 4
4 4 4 #
> 4 H 4
> 4
+5 # $%%& 0 " "
4 > 4 # 4 7 >
> > #
K >

" F ! F !"" $%&'# " & o&o

 F 4 +F #
$%&*0 > m 4
# 4 4
4 # > #
> 4
C >
> >
# > 4 >
4
" >
+ # $%&o0
, >
4 G 4 4 4
> 4
> 4 4
3 4 4 4 >
4 # 4 7
, G 4 >
+; # $%%o0 4 # +$%%%0
> > 4 > 4
( > > m
> > 4 4
+, # $%%20@ +F # $%%&0
G 4
>
> >

,, F
>
#
F

,/ $ H
>
y
> y
>
y

A # %"* ="% "%4#%5

4 44 9 # +$%%'0
7 4 # 4 4 4 #
4 > G > 4 H #
> +5$50# > +5$,0# >
+5$;0 > +$%%10
# 4 4 4

" F ! F !"" $%&'# " & o&*

 4# # # > G
# # #
+9 +$%%'0
4 >
# # # 7 4 >
4 9 +$%%'0#
> > 4
> > . +$%%$0
> 4
4 > # > 4 #
4
> 7 4 4 4 H
4 H G 4 I H
+$%%*0 G 4 4
4 4 # > # 4 #
4 4 4 4
. , > > #
F# > 4 4
> > 4 G F 4 4
> > 4#
> > 4 F
C # +$%&%0 # 5 , > 4
4 H 4
> 4 " > 4 > 4
3
4 > G H K 7
4 > 4 , + # $%%&0 / / K F
G
4 4 4
4 4 + 4#
$%%%0 >

+ # $%%$0 I
# G 4 #
4 +8 # $%%$0

/, 9
7 4 > > 5
5 > # >
# > > > # 4
4 4 4 ; 5
5 4 +C # $%%$0
7 4 " #5 5
4 # >
4 >
5 , >
> 44
4 # > +; #
+$%%o0 , , >

" F ! F !"" $%&'# " & o&)

 " >
C >
> + # $%&o0

// 9 0
I 4 >
# >
, # > #> G
, 4
H #
44 4 7 4
> >
4 >
I > 4 # 4
4
4
8
4 " 4 4
G m G +/ #
$%&o0 # 4 4
4 4
> G 4 4 4
G >
m +I 3 # $%&$0

/1 9 >
4 F )or *'r o$r
$%&* F ,
F 4 44 #>
> G 4

*2-% 0 " 4 4 >

%*" %" 9(!=-* #($ 9%$% "* #($ J (=".%
$%%% $%%%%% o%oo2nn% % n%r "
$%%' o%%%%%% o2%%$nn$ n 2%r "
$%%2 oo)21%% *&%n%2o* ' 1%r "
$%&% o22))%% *&2$)o%& 2 n%r "
$%&) o&2')%*' *)2$)o%& 12 1%r , F
$%&n *oo$2*o* *'*112$' '2 2%r , F
, - ? ! ! )

" 4 > G
> #
" #
m # 4
+: # $%&n 0 4 > 4
G 4 H

" F ! F !"" $%&'# " & o&1

 +C 4 &0 > > 4 $%&)
$%&1

'8 # /8 5

<
8

) /E # ) < * E6 5
#< /
, # '8 # 1

#B="% 0
, - ? ! ! )

7 F > 7 # 4
# # # # 4 G #
# 4 4 >

4 >
> $o > # F $%&$#
> G > 4
‡ $o* > $1)r 4 > $%&* $%&1
4 2%r ;-8 )%r
4 & -# $%&n
4 F # 7 4
4 > # $%&)# F
4 4 F 4 4
# > > # #
4 4 > 9 G 4 G
F # G 4# ",

4+ # $%&$0A
# 4 4 >
" #
" 4 > >
4 4 F
; +$%&o0 # 4 4
> 4 # > 4 > #
4 4 4 # #
#

" F ! F !"" $%&'# " & o&n

7A % /(&(-(B3

>
# # 4 44 4
9G : +$%&n 0 >>
# H >
#
3 4

,A $*-3 #

5, 9
4
# >
4 F #
+ # $%&o0 44 4 #
> > G > >
C # +$%%10# 4
G >

> >
4 > > 4
, 4 4
> > 4 4 > 4 4
> 4 F +$%%*0 G 4
# > > > 4 4
4 4 4
# > > >
+8 # $%%$0
> 4
F I >
/ F > G
4 4 4 4 #
, +/ # $%%n0 >
# F >
+8 # $%%$0 >
F m 4 7
8 4 G # ,,F
#" ,
> > 4
> K>
4 F +,,F0# 3
F 8 " +F8"0 4
F 4 C
4
> 4
> 4 >

" F ! F !"" $%&'# " & o&'

+ # $%&o0 >
4 4 > , >
> > G 4
+$%&o0# 4
4> # >
>

5/%
8 #>
" >
> 4 >
> , +$%%%0 # >
> m
> K #
> G > 4 4 8

> 4 +9 # $%%'0
4 G

4 >
, > K
> 4 4 G +, # $%%*0
> 4
# # +/ 4 # $%%20
44 #
> > G > 4 G
>
" +$%&*0

4 > > > 4

4 4 > #
4 4 K
K " 4
4

G 4 4 >
3 4 # " G #
4 4 ,
>
4 G
> > > 4
C 7 # + 0
> G
+C # $%%10 " > 4
G > >
4

" F ! F !"" $%&'# " & o&2

51
4
# > > #
4 8
> 4
4 4 H
+. # $%%n0
7 +; # $%%o0 I 4>
# >
# 4# > G
> +C # $%%10 : > 4
# 4 4 >
3 4
G 4
G 4 > > >
4 >
, 4 4
> / 4
m > G > 4 4
" 4 H
G # 4
# G G > >
G > > >
> > >
#
" F # 3 #
4 $ -
>
# > 4 > 4
#4 H 4
4 ",
+9 # $%&o0 4 4 , , F

# " #
4 4 4 G , 5 G F #
G >
+ # $%&$0 . > G # 4
> # > 4 > 4
4 C #4 F
G 4 $%&*
4 , F > > G
> 4
4
4 4
> G 4 4 F
+, , F # $%&*0

" F ! F !"" $%&'# " & o$%

A ($.-= #($

" F 4 >
, 4 4 4
4
# # 3
#> > >
> 4
> 4 #
> >
4 4 > #
> 4 G F >
4 4 4
, 4 "
# # > G
> 4 4
, > 4 # 4
> 4 4 > 4
4 m > > 4
> G 4 4 G 4 4#
4 # , >
# > 4 4 > G

A %.())%$&* #($

F # 4 4 > >
4 4 4 "
# > 4 4 >
4 #
; F ,,F >
# # 4 / #

#;
4 , , F
> G > C #
> G 4 > 4 4
4 G 4 4 9 #

%'%"%$.%
& # C# # -# / # +$%&o0
, 7 > o% 4 ?
- 9? :# ! 6# ( 1# &L&$
$ 5 # . ! 4 +$%%& 0 G <
I S # ? # ! 1# 1
$)#$%%&
o , # #E # . # +$%%20 . 4
, 4 H #! n# ( &# o)L*2

" F ! F !"" $%&'# " & o$&

* , # / 4# 8 F +$%%*0 " 8 , #
8 C " # " 4 4 H
# ! &%# ( &# &%* &&)
) , # / +$%%%0 8 4 8 < " . 4 I G 4y
8 8 / G 4# ! 2# ( &# % $1
1 C # / # / H G# - # - +$%&%0 . 4
G < ¤
/ G 4# ! $*# ( o# $&2L$$2
n C # , ; # / +$%%10 , #
< > #" / 4
`- # ! &%1# ( )# & $%
' C # ; +$%%$0< 4 H L 4
/ 4 # ! *%# ( 2# 'n& L ''%
2 ; -# F # -I +$%%o0 / 4<
4 /" S # ! $n# ( & )&L2%
&% ; - -I +$%%o0< , 5$, ,
< 7 8 4
! o$# ( 1# nL$*
&& ; -# +$%%%0 < 4 ! $'#
( 1# $)Lon
&$ ; # / +$%&o< $)0< " 4 5
- &$=%1=$%&* <==>>> =
=" 4 = =)o2)*'=&n)'$%%= = > * =
= 7
&o : : +$%&n 0< , . +, .0 8
" 5 G , " 5 G#
!" $%&n# ( &# 1%2 1&'
&* : #: +$%&n 0< " : , ,
8 # . - / 4 #
! &# ( $'# )n n&
&) 9# G (# ! / +$%%%0< ,
" 4 `/ 4 ! &# ( &L$# *)Ln&
&1 F / #C 9F# 9 , - +$%%&0< , K
< 5 . # ! )&# ( &
noL'1
&n F # ( F# G # - / +$%&*0< 4 4
F ? #!
7# ( &# &$L$n
&' F 3 # / (# / G# - +$%%$0< C - F
> " # / )
&2 F /# : I +$%%*0<
> " / 4 ! *&# ( o#
onnL2n
$% 9 # F, #, ; +$%%'0< # 4
@ +* 0 8 "
$& 9 #F # ( # C +$%&o0< - 4
4 F
? !! - # ! 6# ( 1# &1L$o

" F ! F !"" $%&'# " & o$$

 $$ / 4 #8 # 4 #.(# /> 4 # : # +$%%20< / 4
4 <,
G F - # ! ' ( &# &2*o nn1)
$o / # : # +$%%n0< - 4# - / G 4<
3 # ! & ( &# &&* &&1
$* / # # # " (# (3 # I +$%&o0< 7
4 ( # F
? # ! 7 ( 2# &&1L&$$ ( <( #
F
$) #8 5+$%&o0< C !
B > ) /4 - , - F
$1 8 8 +$%%$0< , < 4 4
G > 4 "
, ! n# ( o# &%Lo*
$n . # +$%%$0 m > G< 4
4 # +$ 0# / , /# ( > M G
$' 4# M M # / # # ( # -# ; # ( 8 +$%%%0< 4
4 4# / G 49 4 # ! &$#
( *# o $&
$2 # -# F / G # / +$%&$0< > C
- ) - 9 #F
o% # ; +$%%10< , 4 4
#" 8 - 9 4
/ 4 # ! o1# ( $# n1 L 2$
o& M:# I +$%%$0< 4 G
" , ! n# ( *# ))Ln&
o$ #,!#` # , +$%%&0< ; , #
" / 4 `- # ! &%&# ( ) $%& L $&%
oo I H .# 9 4 : +$%%*0< 8 4
4 " / 4 # ! *$# ( &
&)2Lnn
o* I 3 # F # / (# . # / +$%&$0< C 4
4 F <
( ? 4
- # ! %# ( *# n1L2&

" F ! F !"" $%&'# " & o$o

View publication stats