IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i14p8466-d859955.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

Abstract

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/14/8466/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/14/8466/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cephas Paa Kwasi Coffie & Hongjiang Zhao & Isaac Adjei Mensah, 2020. "Panel Econometric Analysis on Mobile Payment Transactions and Traditional Banks Effort toward Financial Accessibility in Sub-Sahara Africa," Sustainability, MDPI, vol. 12(3), pages 1-20, January.
    2. Juan-Pedro Cabrera-Sánchez & Iviane Ramos-de-Luna & Elena Carvajal-Trujillo & Ángel F. Villarejo-Ramos, 2020. "Online Recommendation Systems: Factors Influencing Use in E-Commerce," Sustainability, MDPI, vol. 12(21), pages 1-15, October.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Ali Tarhini & Ali Abdallah Alalwan & Nabeel Al-Qirim & Raed Algharabat & Ra'ed Masa'deh, 2018. "An Analysis of the Factors Influencing the Adoption of Online Shopping," International Journal of Technology Diffusion (IJTD), IGI Global, vol. 9(3), pages 68-87, July.
    5. Chosniel Elikem Ocloo & Hu Xuhua & Selorm Akaba & Junguo Shi & David Kwaku Worwui-Brown, 2020. "The Determinant Factors of Business to Business (B2B) E-Commerce Adoption in Small- and Medium-Sized Manufacturing Enterprises," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 23(3), pages 191-216, July.
    6. Gary C. Moore & Izak Benbasat, 1991. "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation," Information Systems Research, INFORMS, vol. 2(3), pages 192-222, September.
    7. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    8. David Yermack, 2018. "FinTech in Sub-Saharan Africa: What Has Worked Well, and What Hasn't," NBER Working Papers 25007, National Bureau of Economic Research, Inc.
    9. Emmanuel Kwablah Apiors & Aya Suzuki, 2018. "Mobile Money, Individuals’ Payments, Remittances, and Investments: Evidence from the Ashanti Region, Ghana," Sustainability, MDPI, vol. 10(5), pages 1-26, May.
    10. Kim, Yeolib & Peterson, Robert A., 2017. "A Meta-analysis of Online Trust Relationships in E-commerce," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 44-54.
    11. Yoon, Hyun Shik & Occeña, Luis G., 2015. "Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age," International Journal of Information Management, Elsevier, vol. 35(3), pages 352-363.
    12. Clemes, Michael D. & Gan, Christopher & Zhang, Junli, 2014. "An empirical analysis of online shopping adoption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 364-375.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Farah Alfanur & Yasuo Kadono, 2020. "Empirical Study Of Purchase Intention And Behavior Of E-Commerce Consumers In Indonesia," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 5(1), pages 20-28, December.
    2. Coffie, Cephas Paa Kwasi & Hongjiang, Zhao, 2023. "FinTech market development and financial inclusion in Ghana: The role of heterogeneous actors," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    3. Paul Juinn Bing Tan, 2013. "Applying the UTAUT to Understand Factors Affecting the Use of English E-Learning Websites in Taiwan," SAGE Open, , vol. 3(4), pages 21582440135, October.
    4. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani & Olya, Hossein, 2021. "Scepticism and resistance to IoMT in healthcare: Application of behavioural reasoning theory with configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    5. Wang, Guoqiang & Tan, Garry Wei-Han & Yuan, Yunpeng & Ooi, Keng-Boon & Dwivedi, Yogesh K., 2022. "Revisiting TAM2 in behavioral targeting advertising: A deep learning-based dual-stage SEM-ANN analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    6. Riffat Ara Zannat Tama & Md Mahmudul Hoque & Ying Liu & Mohammad Jahangir Alam & Mark Yu, 2023. "An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers’ Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh," Agriculture, MDPI, vol. 13(2), pages 1-22, February.
    7. Petschnig, Martin & Heidenreich, Sven & Spieth, Patrick, 2014. "Innovative alternatives take action – Investigating determinants of alternative fuel vehicle adoption," Transportation Research Part A: Policy and Practice, Elsevier, vol. 61(C), pages 68-83.
    8. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    9. Sanjeev Verma, 2015. "Harnessing the Benefit of Social Networking Sites for Intentional Social Action: Determinants and Challenges," Vision, , vol. 19(2), pages 104-111, June.
    10. Queiroz, Maciel M. & Fosso Wamba, Samuel, 2019. "Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA," International Journal of Information Management, Elsevier, vol. 46(C), pages 70-82.
    11. Sarv Devaraj & Ming Fan & Rajiv Kohli, 2002. "Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics," Information Systems Research, INFORMS, vol. 13(3), pages 316-333, September.
    12. Bierstaker, James & Janvrin, Diane & Lowe, D. Jordan, 2014. "What factors influence auditors' use of computer-assisted audit techniques?," Advances in accounting, Elsevier, vol. 30(1), pages 67-74.
    13. Dalal Bamufleh, 2023. "Modelling the Acceptance and Use of Electronic Medical Records from Patients’ Point of View: Evidence from Saudi Arabia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(7), pages 1-12, February.
    14. Gansser, Oliver Alexander & Reich, Christina Stefanie, 2021. "A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application," Technology in Society, Elsevier, vol. 65(C).
    15. Keen, C. & Wetzels, M., 2001. "Exploring the Preference Structure for Online and Traditional Retail Formats," Working Papers 01.18, Eindhoven Center for Innovation Studies.
    16. repec:zbw:bofrdp:2006_032 is not listed on IDEAS
    17. Sabi, Humphrey M. & Uzoka, Faith-Michael E. & Langmia, Kehbuma & Njeh, Felix N., 2016. "Conceptualizing a model for adoption of cloud computing in education," International Journal of Information Management, Elsevier, vol. 36(2), pages 183-191.
    18. Guych Nuryyev & Yu-Ping Wang & Jennet Achyldurdyyeva & Bih-Shiaw Jaw & Yi-Shien Yeh & Hsien-Tang Lin & Li-Fan Wu, 2020. "Blockchain Technology Adoption Behavior and Sustainability of the Business in Tourism and Hospitality SMEs: An Empirical Study," Sustainability, MDPI, vol. 12(3), pages 1-21, February.
    19. Donmez, Birsen & Matson, Zannah & Savan, Beth & Farahani, Ellie & Photiadis, David & Dafoe, Joanna, 2014. "Interruption management and office norms: Technology adoption lessons from a product commercialization study," International Journal of Information Management, Elsevier, vol. 34(6), pages 741-750.
    20. Attié, Elodie & Meyer-Waarden, Lars, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    21. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8466-:d:859955. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.