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

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 b...

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Autores principales:	Daniel Ofori, Christina Appiah-Nimo
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	online shopping purchase intentions students technology acceptance model Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/f7f2f95f298c4e8aaff7b1d3b5a52c4c
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spelling	oai:doaj.org-article:f7f2f95f298c4e8aaff7b1d3b5a52c4c2021-12-02T18:31:22ZDeterminants of online shopping among tertiary students in Ghana: An extended technology acceptance model2331-197510.1080/23311975.2019.1644715https://doaj.org/article/f7f2f95f298c4e8aaff7b1d3b5a52c4c2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1644715https://doaj.org/toc/2331-1975The 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.Daniel OforiChristina Appiah-NimoTaylor & Francis Grouparticleonline shoppingpurchase intentionsstudentstechnology acceptance modelBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	online shopping purchase intentions students technology acceptance model Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	online shopping purchase intentions students technology acceptance model Business HF5001-6182 Management. Industrial management HD28-70 Daniel Ofori Christina Appiah-Nimo Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model
description	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.
format	article
author	Daniel Ofori Christina Appiah-Nimo
author_facet	Daniel Ofori Christina Appiah-Nimo
author_sort	Daniel Ofori
title	Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model
title_short	Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model
title_full	Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model
title_fullStr	Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model
title_full_unstemmed	Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model
title_sort	determinants of online shopping among tertiary students in ghana: an extended technology acceptance model
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/f7f2f95f298c4e8aaff7b1d3b5a52c4c
work_keys_str_mv	AT danielofori determinantsofonlineshoppingamongtertiarystudentsinghanaanextendedtechnologyacceptancemodel AT christinaappiahnimo determinantsofonlineshoppingamongtertiarystudentsinghanaanextendedtechnologyacceptancemodel
_version_	1718378016932888576

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

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