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Modeling the Factors that Influence Ghanaian Entrepreneurs to Adopt e-Commerce

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  • Frederick Pobee

    (University of Pecs, Hungary, Faculty of Business and Economics, Hungary)

Abstract

This study investigated the factors that influence Ghanaian entrepreneurs to adopt e-commerce. Cross-sectional data was gathered from 520 entrepreneurs in the most populous and industrious regions in Ghana. The unified theory of acceptance and use of technology (UTAUT) was employed to effectively understand the unexplored phenomenon of e-commerce adoption among Ghanaian entrepreneurs. Partial Least Square-Structural Equation Modeling (PLS-SEM) was used to test the hypothesized relationships. The findings indicate that performance expectancy, effort expectancy, and social influence (SI) positively and significantly influenced the behavioral intention (BI) to adopt e-commerce. Facilitating conditions (FC) and BI had a significant positive relationship with the adoption of e-commerce.

Suggested Citation

  • Frederick Pobee, 2021. "Modeling the Factors that Influence Ghanaian Entrepreneurs to Adopt e-Commerce," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 18(06), pages 1-18, October.
    • Handle: RePEc:wsi:ijitmx:v:18:y:2021:i:06:n:s0219877021500292
    DOI: 10.1142/S0219877021500292
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