Factors Influencing the Adoption of Online Shopping and Its Influence on Consumers’ Intention to Shop Online: A Study of SMEs in Ghana

Abstract

The commercial landscape has been transformed by globalization and the rise of technological innovation. Many firms are now using information technology when it comes to providing services to their clients. To that end, a survey of consumers of online products in Ghana was conducted to learn more about the variables that drive the uptake of online shopping and how that affects customers' willingness to do so. This study employed a quantitative approach to investigate the association between characteristics that encourage online purchasing and online shopping intentions. The independent variables employed in the research were simplicity of use, usefulness, risk, and convenience. Research indicated that describing online purchasing as easy, beneficial, risk-free, and convenient had a substantial positive impact on consumer online purchase intention. That is why internet purchasing and its determinants were shown to be directly linked and of substantial importance.