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Sustaining Consumer E-Commerce Adoption in Sub-Saharan Africa: Do Trust and Payment Method Matter?


  • Dennis Owusu Amofah

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West African Studies, University of Electronic Science and Technology of China, Chengdu 611731, China
    Department of Marketing, Koforidua Technical University, Koforidua P.O. Box KF 981, Ghana)

  • Junwu Chai

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West African Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)


The long-term sustainability of e-commerce usage for improving quality of life is dependent on several factors. Presently, trust and payment methods have emerged as critical factors influencing e-commerce adoption. Consequently, this study investigates the UTAUT determinants of consumer e-commerce adoption in Ghana by focusing on the mediating and moderating roles of trust and payment method. The study employs the Partial Least Square Structural Equation Model (PLS-SEM) to estimate the survey response of 535 purposively selected respondents from six regions in Ghana. The results corroborate a direct relationship between the UTAUT variables and e-commerce adoption. However, the payment method suggests no moderating effect on trust and e-commerce adoption connection. Nevertheless, trust significantly mediates the UTAUT variables and e-commerce adoption. Finally, the mediation was highest between social influence and trust but lowest between effort expectancy and trust. This challenges practitioners and managers of e-commerce platforms to consider the mediating role of trust to improve adoption and the sustainable usage of e-commerce.

Suggested Citation

  • Dennis Owusu Amofah & Junwu Chai, 2022. "Sustaining Consumer E-Commerce Adoption in Sub-Saharan Africa: Do Trust and Payment Method Matter?," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
  • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8466-:d:859955

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    References listed on IDEAS

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