| Title: | Awareness, Utilization and Perception of social media use in e-commerce among staff and students of Federal Polytechnic, Nekede, Owerri, Imo State |
| Author(s): | Linda Nnenna IKECHUKWU & Adaobi Olivia OKEKE |
| Abstract: | This study investigated awareness, utilization and perception of social media use in e-commerce among staff and students of Federal Polytechnic, Nekede, Owerri, Imo State. It has four research objectives that were used to form research questions. The study is anchored on the Technology Acceptance Model (TAM). The study used the survey research method. The researchers administered 376 copies of questionnaire to respondents while 365 were valid, presented in frequencies and percentages on tables and analyzed using descriptive statistics. Findings however show that majority of the respondents are aware of online shopping; despite this awareness, they do not use it to buy goods and services online. Findings also show that most of the respondents who utilize it to buy use it once in a while. The study also found out that respondents encounter some challenges while using the social media for e-commerce. These challenges include network reliability issues and fear of adequate security (cyber fraud) among other challenges. Based on the findings of the study, the researchers recommended that e-commerce companies should adopt more flexible strategies or approaches such as the pay on delivery approach and a more personalized (one-on-one) customer service approach among other recommendations. |
| Keywords: | Awareness, Utilization, Perception, Social Media, E-commerce |
