Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana

Masud Ibrahim, Anthony' Freeman Mensah and Frederick Asare
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Masud Ibrahim: University of Education, Winneba, Ghana
Anthony' Freeman Mensah: University of Education, Winneba, Ghana
Frederick Asare: Kumasi Technical University, Kumasi, Ghana

International Journal of Online Marketing (IJOM), 2018, vol. 8, issue 3, 71-83

Abstract: This article seeks to explore factors responsible for the adoption of online marketing by second hand (used) car dealers to sellers in Ghana. A conceptual framework was adopted from the extant literature using the Technology Acceptance Model as a theoretical base. This article adopts a quantitative research approach. Data for the study was obtained from 60 second hand car sellers through a self-administered questionnaire. Findings from this study revealed that factors responsible for online marketing adoption by second hand car dealers in Ghana are: perceived usefulness (marketing online, customer demand and increase productivity; ease of use (ability to upload pictures, interaction with clients, and online vehicles sales) of the platform. The study however, found no significant relationship between IT knowledge of the owner/manager, age of business and adoption of the online technology. This article highlights the importance of technology adoption in business among SMEs from technologically disadvantaged market.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:8:y:2018:i:3:p:71-83

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