USER EXPERIENCE AND E-LOYALTY IN THE NIGERIA'S E-COMMERCE SECTOR: A STUDY OF JUMIA IN LAGOS STATE, NIGERIA.

Abstract

As computerized commerce proceeds to advance, businesses are compelled to grasp and use 
these stages to remain competitive in a progressively online-centric commercial center. This 
study sought to look at user experience and e-loyalty in the e-commerce industry especially 
as it pertains to jumia company in Lagos State, Nigeria. the research survey method was 
adopted in this study. The population of the state was infinite hence a sample of 139 
respondents was determined using Cochran formula for sample size determination. While the 
Convenience sample technique was used for this study. Primary Data was collected and 
analyzed using valid and reliable questionnaire with the Statistical Package for the Social 
Sciences (SPSS), version 25.  The findings of the study indicated structure and navigation has 
positive significant impact on E-loyalty (p = 0.000 < 0.05, β = 0.978), speed and performance 
has positive significant impact on e-loyalty (p = 0.000 < 0.05, β = 0.992), The study concluded 
that ease of use significantly impacts e-loyalty p = 0.000 < 0.05, β = 0.994). The study 
recommended that management of Jumia should prioritize creating a well-organized structure 
with intuitive navigation, invest in a robust technology infrastructure to ensure fast load times 
and high performance, and focus on simplifying the user interface (UI) and making processes 
easier.