Abstract: This study examines the effectiveness of digital service delivery through the Jumia e-commerce platform among Ghanaian consumers. It focuses on how customers search for products, complete payments, access customer support, and navigate the website with ease. The study is guided by four main research questions: how performance expectancy, effort expectancy, social influence, and facilitating conditions affect repurchase intention; how technology maturity explains these relationships; how platform support develops into practical user skills; and how Jumia can improve service delivery for different types of customers in Ghana. The study is important because although online shopping is growing quickly in Ghana, many customers still face challenges such as weak internet connections, complicated payment procedures, concerns about product quality, and differences in digital skills.
To address these questions, the study first reviewed relevant literature on e-commerce service delivery, repurchase intention, technology maturity, and customer behavior. Based on the review, a conceptual model was developed and hypotheses were formulated. A structured questionnaire was then designed to collect primary data from 300 active Jumia customers across different regions in Ghana. The respondents were selected using random sampling methods to ensure that the sample included customers from both urban and rural areas. After data collection, quantitative methods were used to analyze the responses. The study tested reliability and validity, conducted factor analysis, examined correlations among the variables, and used regression analysis to test the hypotheses.
The results show that performance expectancy and facilitating conditions have significant effects on repurchase intention among Ghanaian Jumia customers. The findings also show that technology maturity plays an important mediating role in explaining how customers move from initial expectations to repeated use of the platform. In particular, customers who gradually develop stronger practical skills and confidence in using the platform are more likely to continue shopping on Jumia. The study further shows that these relationships vary across different customer groups, including urban and rural users, first-time buyers, and more experienced online shoppers. Overall, the findings confirm that digital service quality and customer skill development are both important for sustaining e-commerce use in Ghana.
The study has several practical implications for Jumia Ghana and other e-commerce platforms in Africa. First, online platforms should be designed in a simple and user-friendly way so that customers with limited digital skills can use them easily. Second, stronger integration with mobile money services should be improved to make payment easier and more reliable. Third, customer support should be responsive and flexible enough to serve both beginners and experienced users. Finally, businesses should encourage satisfied customers to recommend the platform to others, since positive word-of-mouth can strengthen trust and repurchase intention. These actions can help e-commerce firms build long-term customer loyalty and support sustainable growth in African markets.
Keywords: Repurchase Intention, Technology Maturity, E-Commerce.
Title: Determinants of Ghanaian Consumers' Repurchase Intention in Online Shopping on Jumia: The Mediating Role of Technology Maturity
Author: Afram Michael Akwasi, Ayivor Bernard l, Agyakwa Georgina
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 482-493
Research Publish Journals
Website: www.researchpublish.com
Published Date: 28-May-2026
