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

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dc.title Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model en
dc.contributor.author Ofori, Daniel
dc.contributor.author Appiah-Nimo, Christina
dc.relation.ispartof Cogent Business and Management
dc.identifier.issn 2331-1975 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
utb.relation.volume 6
utb.relation.issue 1
dc.type article
dc.language.iso en
dc.publisher Cogent OA
dc.identifier.doi 10.1080/23311975.2019.1644715
dc.relation.uri https://www.cogentoa.com/article/10.1080/23311975.2019.1644715
dc.subject online shopping en
dc.subject purchase intentions en
dc.subject students en
dc.subject technology acceptance model en
dc.description.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. © 2019, © 2019 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009004
utb.identifier.obdid 43880553
utb.identifier.scopus 2-s2.0-85070107721
utb.identifier.wok 000478046900001
utb.source j-scopus
dc.date.accessioned 2019-08-16T09:30:15Z
dc.date.available 2019-08-16T09:30:15Z
dc.rights Attribution 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.ou Department of Management and Marketing
utb.contributor.internalauthor Appiah-Nimo, Christina
utb.fulltext.affiliation Daniel Ofori 1*, Christina Appiah-Nimo 2 Department of Marketing and Supply Chain Management, University of Cape Coast. School of Business, University of Cape Coast. Chartered Institute of Procurement and Supply, (MCIPS, UK). Tomas Bata University in Zlin, Czech Republic, Management Studies University of Cape Coast, Ghana. * Corresponding author: Daniel Ofori, Department of Marketing and Supply Chain, University of Cape Coast, Ghana E-mail: dofori@ucc.edu.gh
utb.fulltext.dates Received: 25 April 2019 Accepted: 11 July 2019 First Published: 18 July 2019
utb.wos.affiliation [Ofori, Daniel] Univ Cape Coast, Dept Mkt & Supply Chain, Cape Coast, Ghana; [Appiah-Nimo, Christina] Tomas Bata Univ Zlin, Fac Management & Econ, Dept Management & Mkt, Zlin, Czech Republic
utb.scopus.affiliation Department of Marketing and Supply Chain Management, School of Business University of Cape Coast, Cape Coast, Ghana; Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Zlin, Czech Republic
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Attribution 4.0 International Kromě případů, kde je uvedeno jinak, licence tohoto záznamu je Attribution 4.0 International