Towards understanding the initial adoption of online retail stores in a low internet penetration context : an exploratory work in Ghana
Date
2020-01-23
Journal Title
Journal ISSN
Volume Title
Publisher
MDPI
Abstract
ENGLISH ABSTRACT: Online shopping has become increasingly popular in the past two decades. Yet, despite
its popularity, the use of online stores on the African continent pales in comparison to other parts
of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been
very limited research on the subject of online adoption and in particular, the fundamental factors
that can influence its initial adoption, especially among young and relatively educated consumers
who constitute the largest demographic group there. We, therefore, make a determined e ort to fill
this growing knowledge gap by exploring some fundamental factors associated to shop online by
young and educated consumers. This exploratory research draws on the stimulus-organism-response
(SOR) framework and focuses on five variables of interest namely perceived ease of use, government
support infrastructure, and economic considerations about pricing, perceived convenience and use
intentions of online retail stores. Evidence collected from 294 research participants provides support
for our research propositions Finally, our research contributions and future study directions are
considered in the concluding part of the paper.
Description
CITATION: Jibril, Abdul B. et al. 2020. Towards understanding the initial adoption of online retail stores in a low internet penetration context : an exploratory work in Ghana. Sustainability 12 (3):854, doi:10.3390/su12030854.
The original publication is available at: https://www.mdpi.com
The original publication is available at: https://www.mdpi.com
Keywords
Online shopping, Stimulus-organism-response, Internet retailing -- Ghana, E-shoppers, Internet retailing -- Penetration resistance, Consumers -- Attitudes
Citation
Jibril, Abdul B. et al. 2020. Towards understanding the initial adoption of online retail stores in a low internet penetration context : an exploratory work in Ghana. Sustainability 12 (3):854, doi:10.3390/su12030854