Towards understanding the initial adoption of online retail stores in a low internet penetration context : an exploratory work in Ghana

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dc.contributor.authorJibril, Abdul Bashiruen_ZA
dc.contributor.authorKwarteng, Michael Aduen_ZA
dc.contributor.authorPilik, Michalen_ZA
dc.contributor.authorBotha, Elsamarien_ZA
dc.contributor.authorOsakwe, Christian Neduen_ZA
dc.date.accessioned2022-03-31T12:40:22Z
dc.date.available2022-03-31T12:40:22Z
dc.date.issued2020-01-23
dc.descriptionCITATION: 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.en_ZA
dc.descriptionThe original publication is available at: https://www.mdpi.com
dc.description.abstractENGLISH 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.en_ZA
dc.description.versionPublisher's version
dc.format.extent19 pagesen_ZA
dc.identifier.citationJibril, 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
dc.identifier.issn2071-1050 (online)
dc.identifier.otherdoi:10.3390/su12030854
dc.identifier.urihttp://hdl.handle.net/10019.1/124397
dc.language.isoen_ZAen_ZA
dc.publisherMDPIen_ZA
dc.rights.holderAuthors retain copyrighten_ZA
dc.subjectOnline shoppingen_ZA
dc.subjectStimulus-organism-responseen_ZA
dc.subjectInternet retailing -- Ghanaen_ZA
dc.subjectE-shoppersen_ZA
dc.subjectInternet retailing -- Penetration resistanceen_ZA
dc.subjectConsumers -- Attitudesen_ZA
dc.titleTowards understanding the initial adoption of online retail stores in a low internet penetration context : an exploratory work in Ghanaen_ZA
dc.typeArticleen_ZA
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