Factors Influencing the Adoption of Online Shopping and Its Influence on Consumers' Intention to Shop Online: A Study of SMEs in Ghana
- Authors: Mohammed Majeed1, Asare Charles2, Yomboi Jonas3, Nana Arko-Cole4, Ahmed Tijani5
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View Affiliations Hide Affiliations1 Department of Marketing, Tamale Technical University, Tamale Ghana 2 Ghana Communication Technology University, Tamale, Northern Region, Ghana 3 University for Developing Studies, Tamale, Northern Region, Ghana 4 University of Professional Studies, Accra, Tamale, Northern Region, Ghana 5 Minerals Commission, Tamale, Northern Region, Ghana
- Source: Digital Transformation in African SMEs: Emerging Issues and Trends , pp 30-60
- Publication Date: February 2024
- Language: English
Factors Influencing the Adoption of Online Shopping and Its Influence on Consumers' Intention to Shop Online: A Study of SMEs in Ghana, Page 1 of 1
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The commercial landscape has been transformed by globalization and the rise of technological innovation. Many firms are now using information technology when it comes to providing services to their clients. To that end, a survey of consumers of online products in Ghana was conducted to learn more about the variables that drive the uptake of online shopping and how that affects customers' willingness to do so. This study employed a quantitative approach to investigate the association between characteristics that encourage online purchasing and online shopping intentions. The independent variables employed in the research were simplicity of use, usefulness, risk, and convenience. Research indicated that describing online purchasing as easy, beneficial, risk-free, and convenient had a substantial positive impact on consumer online purchase intention. That is why internet purchasing and its determinants were shown to be directly linked and of substantial importance.
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