Factors influencing the online buying behaviour of the consumer: A case study on students of Marien Ngouabi University

Nevie Chrislie Kinzonzi Ngongo () and Priscilla Achiaa Amoateng ()
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Nevie Chrislie Kinzonzi Ngongo: Nanjing University of Information Science & Technology
Priscilla Achiaa Amoateng: School of Business, Nanjing University of Information Science and Technology, No. 219, Ningliu Road, Nanjing, 210044, China

Technium Social Sciences Journal, 2022, vol. 29, issue 1, 353-362

Abstract: The Republic of Congo is gaining importance as a lucrative market for traders. Since the recent economic revolution, Congolese consumers have recently begun understanding the benefits of using the internet to shop. However, a growing number of internet users have not been reflected in online sales. Therefore, it is important to identify the factors that affect the Republic of Congo in its bid for online shoppers to find a way to promote their online shopping behaviour. The purpose of this study was to identify factors that affect the perception of Republic of Congo consumers about online shopping by investigating Congolese consumer perceptions about online shopping. The tested factors include pre-identified features (Market Motivation, Psychological, personal and social) and specific factors in Congo (Social, Cost, and brand) for this study. The findings suggest that cost and product brand are important factors that influence the consumer's behaviour when shopping online.

Keywords: Online buying; Consumer behaviour; The Republic of Congo (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:29:y:2022:i:1:p:353-362

DOI: 10.47577/tssj.v29i1.6149

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