Heterogeneity of Subjective Norm, Perceived Usefulness, Online Shopping Behavior, And Purchase Intention as Online Shopping Factors

Adasa Nkrumah Kofi Frimpong, Ping Li, Samuel Adu Gyamfi, Jenkins Atarisigna Asaah and Millicent Amoah
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Adasa Nkrumah Kofi Frimpong: University of Electronic Science and Technology, China
Ping Li: University of Electronic Science and Technology, China
Samuel Adu Gyamfi: Department of Information Technology Education, University of Education Winneba, Ghana
Jenkins Atarisigna Asaah: University of Electronic Science and Technology, China
Millicent Amoah: Takoradi Technical University, China

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Abstract: While there has been huge and regular online shopping research in developed countries the situation is not so in Sub-Saharan Africa. In this paper, we explore the connective relationships between subjective norm, perceived usefulness, online shopping behavior, and purchase intention, how they influence online shopping in Sub-Saharan Africa. Using a random sample of 400 university online shoppers in Ghana through SEM approach, we build solid theoretical and managerial framework that relates the factors to generational cohort, gender and marital status. We find that online shopping behavior © purchase intention had the strongest relationship, greater in males, generationX, and in singles.

Keywords: Ghana, subjective norm; perceived usefulness; purchase intention; online shopping behavior (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp18:823

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