Persuasion in eCommerce: a comparative analysis of western and indigenous African eCommerce

Persuasive technologies have been shown to motivate a desirable change of behavior in various domains like education, health, and eCommerce. Using the expert evaluation methodology, this study compared the implementation of the persuasive principles from the Persuasive System Design (PSD) in the Amazon (a western eCommerce) and Jumia (an indigenous African eCommerce). Our study reveals that although there are some similarities in the implementation of the persuasive principles across Amazon and Jumia, there are also significant differences. This study could serve as a guide to eCommerce designers and e-business developers for building or improving existing eCommerce platforms to serve multicultural audiences.