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Factors influencing the online buying behaviour of the consumer: A case study on students of Marien Ngouabi University

Author

Listed:
  • Nevie Chrislie Kinzonzi Ngongo

    (Nanjing University of Information Science & Technology)

  • Priscilla Achiaa Amoateng

    (School of Business, Nanjing University of Information Science and Technology, No. 219, Ningliu Road, Nanjing, 210044, China)

Abstract

The Republic of Congo is gaining importance as a lucrative market for traders. Since the recent economic revolution, Congolese consumers have recently begun understanding the benefits of using the internet to shop. However, a growing number of internet users have not been reflected in online sales. Therefore, it is important to identify the factors that affect the Republic of Congo in its bid for online shoppers to find a way to promote their online shopping behaviour. The purpose of this study was to identify factors that affect the perception of Republic of Congo consumers about online shopping by investigating Congolese consumer perceptions about online shopping. The tested factors include pre-identified features (Market Motivation, Psychological, personal and social) and specific factors in Congo (Social, Cost, and brand) for this study. The findings suggest that cost and product brand are important factors that influence the consumer's behaviour when shopping online.

Suggested Citation

  • Nevie Chrislie Kinzonzi Ngongo & Priscilla Achiaa Amoateng, 2022. "Factors influencing the online buying behaviour of the consumer: A case study on students of Marien Ngouabi University," Technium Social Sciences Journal, Technium Science, vol. 29(1), pages 353-362, March.
    • Handle: RePEc:tec:journl:v:29:y:2022:i:1:p:353-362
    DOI: 10.47577/tssj.v29i1.6149
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    References listed on IDEAS

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    1. Małgorzata Łatuszyńska & Fatimah Furaiji & Agata Wawrzyniak, 2012. "An Empirical Study of the Factors Influencing Consumer Behaviour in the Electric Appliances Market," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 6(3), September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Online buying; Consumer behaviour; The Republic of Congo;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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