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Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model

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  • Daniel Ofori
  • Christina Appiah-Nimo

Abstract

The increasing penetration rate of the internet and technology in the world is quickly promoting online shopping. This has been fueled by growing innovations in the telecommunication and financial sector in an attempt to depeen financial inclusion. Innovations such as mobile money payments systems by mobile telephony companies have contributed to the continuous growth in online shopping amidst and the new generation of consumers who desire richer experiences. This study sought to identify the determinants of online shopping behaviour among tertiary students through the lens of the Technology Acceptance Model (TAM). The study proposed a revised TAM that integrated perceived cost and perceived risk to investigate what determined students online shopping intention and actual use. The survey involved a sample of 580 undergraduate students. The statistical technique used was Structural Equation Modelling-Partial Least Squares (SEM-PLS). The results showed that effect of ease of use on usefulness was very significant as same has been predicted by the Technology Acceptance Model. Among the independent variables, perceived cost (PC) was found to be the most significant factor affecting actual use (AU) of online shopping among students, nonetheless, perceived cost (PC) had no significant effect on purchase intention (PI). Perceived risk (PR) had no significant effect on actual use (AU) however, had a significant effect on purchase intention (PI). The study recommends online sellers to make online shopping efficient and less costive with assured safety and security of transactions as well as the product itself. A set of shopping platform could even be created specifically to give discounts and other offers to students. It also recommends future studies to employ additional determining factors such as the type of product/service, convenience and personal/demographic and geographic factors as influential to students’ online purchasing behaviour.

Suggested Citation

  • Daniel Ofori & Christina Appiah-Nimo, 2019. "Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1644715-164, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1644715
    DOI: 10.1080/23311975.2019.1644715
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    Citations

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    Cited by:

    1. Aqeela Saleem & Javed Aslam & Yun Bae Kim & Shazia Nauman & Nokhaiz Tariq Khan, 2022. "Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    2. Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Kwadwo Boateng Prempeh, 2023. "Using social presence theory to predict online consumer engagement in the emerging markets," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    3. Abdul Bashiru Jibril & Michael Adu Kwarteng & Michal Pilik & Elsamari Botha & Christian Nedu Osakwe, 2020. "Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana," Sustainability, MDPI, vol. 12(3), pages 1-19, January.
    4. Mustofa, Rochman Hadi & Pramudita, Dias Aziz & Atmono, Dwi & Priyankara, Rasika & Asmawan, Mochammad Chairil & Rahmattullah, Muhammad & Mudrikah, Saringatun & Pamungkas, Leonny Noviyana Sakti, 2022. "Exploring educational students acceptance of using movies as economics learning media: PLS-SEM analysis," International Review of Economics Education, Elsevier, vol. 39(C).
    5. Mulatu Tilahun & Eshetie Berhan & Gezahegn Tesfaye, 2023. "Determinants of consumers’ purchase intention on digital business model platform: evidence from Ethiopia using partial least square structural equation model (PLS-SEM) technique," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-28, December.
    6. Fodouop Kouam Arthur William, 2024. "Exploring the Cross-Cultural Online Shopping Experience: A Study of Foreign Residents in China," International Journal of Science and Business, IJSAB International, vol. 31(1), pages 12-25.
    7. Charbel M. El Khoury & Mrinalini Choudhary & Adel F. Al Alam, 2023. "Consumers’ Online Purchasing Intentions Post COVID-19: Evidence from Lebanon and the Kingdom of Bahrain," Administrative Sciences, MDPI, vol. 13(1), pages 1-19, January.

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