Criminal Marketing and Consumer Experience of Online Stores in Ilorin Metropolis

This study investigated the effect of criminal marketing on the consumer experience of online shoppers in Nigeria, focusing on users of Temu, Jiji, and Jumia platforms. In recent years, the increasing cases of counterfeit goods, unauthorized trademark usage, and pirated products have raised critical concerns about consumer trust, purchase satisfaction, and brand loyalty in the e-commerce sector. These unethical practices undermine brand integrity and distort market fairness, thereby influencing how consumers interact with online platforms. The study was guided by specific objectives which were to: examine the effect of counterfeit products on customer patronage; assess the influence of unauthorized trademarks on online shopping behaviour; and investigate the impact of pirated products on consumer retention and trust. A quantitative research design was adopted, and data were collected using structured questionnaires administered to a sample of online shoppers in Nigeria. The SmartPLS software was used for data analysis through Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the hypothesised relationships among the variables. The findings revealed that all three forms of criminal marketing, counterfeit products, unauthorized trademarks, and pirated products, had statistically significant effects on customer patronage. Specifically, counterfeit goods reduced consumer confidence and satisfaction, while unauthorized trademarks confused brand recognition and weakened loyalty. Pirated products also led to trust issues and decreased the likelihood of repeat purchases among online consumers. The study concluded that criminal marketing practices pose a serious threat to the credibility and growth of Nigeria’s e-commerce environment. These unethical actions erode consumer trust and discourage long-term engagement with online platforms. Based on the findings, the study recommends that online marketplaces should implement stricter seller verification processes, enforce stronger intellectual property protection measures, and increase consumer education about identifying legitimate products. These efforts will help mitigate the negative impact of criminal marketing and enhance the overall customer experience in Nigeria’s digital commerce space. Keywords: False pricing strategies, hidden fees, price inflation, false discounts, post-purchase experience, online shopping, consumer behavior.