An investigation into factors influencing consumer buying behaviour towards online shopping in Ghana

Patrick Joel Turkson · Felix Amoah · Laura Novienyo Abla Amoah

7 citations0/0 files storedAfrican Journal of Economic and Management Studies

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Purpose The study aims to investigate the factors influencing consumer buying behaviour towards online shopping in Ghana. Design/methodology/approach A web survey was employed to test the concept mode. Perceived ease of use (PEOU), perceived usefulness (PU), perceived hedonic value (PHV) and perceived trust (PT) served as the independent variables, while consumer online buying behaviour (ConOBB) served as the dependent variable. The convenience sampling method was adopted to solicit data from 437 respondents. SPSS 26 and STATA 17 were the analytical tools used for the study. The analysis of the data includes a structural equation model (SEM) to assess the measurement and the influence of PEOU, PU, PHV and PT on ConOBB. Findings The study revealed that PEOU (Beta = 0.262), PU (Beta = 0.216), PHV (Beta = 0.354) and PT (Beta = 0.630) all had a positive relationship with ConOBB. The study also established that there are significant relationships between the factors (PEOU, PU, PHV and PT) and ConOBB in Ghana. Research limitations/implications The study focuses on Ghanaian consumers and emphasises mainly online shopping factors, which are PEOU, PU, PHV and PT. E-commerce businesses face fierce competition due to the increased availability of websites and other online platforms. To attract potential customers, companies must streamline processes, ensure user-friendliness and create a user-friendly experience. Originality/value The uptake of online shopping in Ghana is relatively slow compared with other countries, particularly in Africa. Online shoppers and service providers in Ghana are keen to sustain the industry. However, there is currently a scarcity of empirical studies in Ghana that focus on specific factors that influence consumer online buying behaviour. This study offers a new model that offers novel insights into the specific factors that aid in consumer online shopping behaviour in Ghana. The measuring instrument, which was found to be reliable and valid, also serves as an added value that this study offers. Both the model and measuring instrument can assist managers offering online shopping opportunities to be able to measure and formulate strategies that would enhance consumer online shopping experiences. By adding perceived hedonic value and trust to the model, this study offers a unique extension of the technology acceptance model. Thus, the findings add to the body of knowledge in the field of online shopping, particularly in the context of Ghana.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2011Specification, evaluation, and interpretation of structural equation models 2021The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective 2020Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis 2021Innovation as recovery strategy for SMEs in emerging economies during the COVID-19 pandemic 2021Online purchase intention in Chinese social commerce platforms: Being emotional or rational?2020Antecedents and Consequences of Innovation and Business Strategy on Performance and Competitive Advantage of SMEs 2021User-Generated Content behavior and digital tourism services: A SEM-neural network model for information trust in social networking sites

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