research-article

Persuasive technology in African context: deconstructing persuasive techniques in an African online marketplace

Authors:

Rita OrjiAuthors Info & Claims

AfriCHI '18: Proceedings of the Second African Conference for Human Computer Interaction: Thriving Communities

Article No.: 9, Pages 1 - 10

https://doi.org/10.1145/3283458.3283479

Published: 03 December 2018 Publication History

Abstract

Research has shown the effectiveness of persuasive technologies in promoting desirable behaviors in many domains such as marketing and eCommerce. However, according to a recent meta-review, most of the existing studies of persuasive technologies have focused on people from the developed countries. There is still a dearth of research on persuasive technology (PT) application to eCommerce, in the African context. Therefore, the overall objective of this paper is to study an African online marketplace to identify persuasive technology (PT) techniques used to optimize customer experiences on Jumia (an African eCommerce site). It is essential to evaluate how PT techniques were used to motivate desirable behaviours in the African context. Consequently, eCommerce conducted an expert evaluation to deconstruct what persuasive techniques were used in Jumia using the Persuasive System Design (PSD) framework. We also analyzed how each of the PT techniques was operationalized on the Jumia eCommerce. As a secondary objective, we conducted a study of 112 users to determine their awareness of the use of PT techniques in Jumia. The results Jumia employed some persuasive techniques to attract and retain customers. It also shows that customers are aware of and appreciated the fact that certain PT techniques were operationalized on the Jumia site. Finally, we compared our findings with that of a similar study from the Western culture. We contribute to the AfriCHI, Persuasive Technology, and HCI community in general by establishing the applicability of persuasive techniques in African context and suggesting some design implications for eCommerce sites.

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Wane NChacha B(2024)IntroductionEducation, Colonial Sickness10.1007/978-3-031-40262-3_1(1-14)Online publication date: 19-Mar-2024
https://doi.org/10.1007/978-3-031-40262-3_1
Sergeeva ABongard-Blanchy KDistler VKoenig V(2023)The Perceived Influence of E-Shopping Cues on Customers' Buying DecisionsProceedings of the XI Latin American Conference on Human Computer Interaction10.1145/3630970.3630980(1-8)Online publication date: 30-Oct-2023
https://dl.acm.org/doi/10.1145/3630970.3630980
Mulchandani DOrji R(2022)Socially-Oriented Persuasive Game to Promote Disease Awareness and PreventionHuman Behavior and Emerging Technologies10.1155/2022/94035782022(1-17)Online publication date: 30-Jun-2022
https://doi.org/10.1155/2022/9403578
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Index Terms

Persuasive technology in African context: deconstructing persuasive techniques in an African online marketplace
1. Human-centered computing
  1. Human computer interaction (HCI)
  2. Interaction design

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cover image ACM Other conferences

AfriCHI '18: Proceedings of the Second African Conference for Human Computer Interaction: Thriving Communities

December 2018

373 pages

ISBN:9781450365581

DOI:10.1145/3283458

Editors:
Heike Winschiers-Theophilus
Namibia University of Science and Technology Windhoek, Namibia
,
Izak van Zyl
Cape Peninsula University of Technology, Cape Town, South Africa
,
Naska Goagoses
Carl von Ossietzky University of Oldenburg, Germany
,
Dharm Singh Jat
Namibia University of Science and Technology, Namibia
,
Elefelious G. Belay
University of Milan, Italy
,
Rita Orji
Dalhousie University, Canada
,
Anicia Peters
Namibia University of Science and Technology, Namibia
,
General Chairs:
Med Salim Bouhlel
University of Sfax, Tunisia
,
Nobert Jere
Walter Sisulu University, South Africa

Copyright © 2018 ACM.

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Publication History

Published: 03 December 2018

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AfriCHI '18

AfriCHI '18: 2nd African Conference for Human Computer Interaction

December 3 - 7, 2018

Windhoek, Namibia

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https://doi.org/10.1007/978-3-031-40262-3_1
Sergeeva ABongard-Blanchy KDistler VKoenig V(2023)The Perceived Influence of E-Shopping Cues on Customers' Buying DecisionsProceedings of the XI Latin American Conference on Human Computer Interaction10.1145/3630970.3630980(1-8)Online publication date: 30-Oct-2023
https://dl.acm.org/doi/10.1145/3630970.3630980
Mulchandani DOrji R(2022)Socially-Oriented Persuasive Game to Promote Disease Awareness and PreventionHuman Behavior and Emerging Technologies10.1155/2022/94035782022(1-17)Online publication date: 30-Jun-2022
https://doi.org/10.1155/2022/9403578
Mulchandani DAlslaity AOrji R(2022)Exploring the effectiveness of persuasive games for disease prevention and awareness and the impact of tailoring to the stages of changeHuman–Computer Interaction10.1080/07370024.2022.205785838:5-6(459-494)Online publication date: 8-Apr-2022
https://doi.org/10.1080/07370024.2022.2057858
Samuel Nkwo MOrji RLamas DNeves Cabral Domingos LOgunyemi AOrji RBidwell NMboya A(2021)A Mixed Method Approach to Evaluating eCommerce Website: Towards Socially-sensitive Guidelines for Future Design3rd African Human-Computer Interaction Conference: Inclusiveness and Empowerment10.1145/3448696.3448723(158-165)Online publication date: 8-Mar-2021
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Samuel Nkwo MOrji RAjah IIgwe JOgbaga IChigozie-Okwum CLamas DNeves Cabral Domingos LOgunyemi AOrji RBidwell NMboya A(2021)Design Opportunities for Persuasive Mobile Apps to Support Maternal and Child Healthcare and Help-seeking Behaviors3rd African Human-Computer Interaction Conference: Inclusiveness and Empowerment10.1145/3448696.3448707(33-42)Online publication date: 8-Mar-2021
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Steel G(2021)Going global – going digital. Diaspora networks and female online entrepreneurship in Khartoum, SudanGeoforum10.1016/j.geoforum.2021.01.003120(22-29)Online publication date: Mar-2021
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Lazem SGiglitto DNkwo MMthoko HUpani JPeters A(2021)Challenges and Paradoxes in Decolonising HCI: A Critical DiscussionComputer Supported Cooperative Work (CSCW)10.1007/s10606-021-09398-031:2(159-196)Online publication date: 24-Jul-2021
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Suruliraj BNkwo MOrji R(2020)Persuasive Mobile Apps for Sustainable Waste Management: A Systematic ReviewPersuasive Technology. Designing for Future Change10.1007/978-3-030-45712-9_14(182-194)Online publication date: 8-Apr-2020
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Nkwo MPapadopoulos GSamaras GWeibelzahl SJannach DSantos O(2019)Designing Culturally-appropriate Persuasive Technology to Promote Positive Work Attitudes among Workers in Public WorkplacesProceedings of the 27th ACM Conference on User Modeling, Adaptation and Personalization10.1145/3320435.3323465(345-348)Online publication date: 7-Jun-2019
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