Exploring Consumers’ Propensity For Online Shopping In A Developing Country: A Demographic Perspective

Authors

  • Michael Adu Kwarteng Faculty of Management and Economics, Tomas Bata University in Zlín
  • Michal Pilik Faculty of Management and Economics, Tomas Bata University in Zlín

DOI:

https://doi.org/10.37335/ijek.v4i1.40

Keywords:

E-Commerce, On-Line Shopping, Consumer Buying Behavior, Ghana

Abstract

The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers.  However,in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non- existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

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Published

2016-06-30

How to Cite

Kwarteng, M. A., & Pilik, M. . (2016). Exploring Consumers’ Propensity For Online Shopping In A Developing Country: A Demographic Perspective. International Journal of Entrepreneurial Knowledge, 4(1). https://doi.org/10.37335/ijek.v4i1.40

Issue

Vol. 4 No. 1 (2016): International Journal of Entrepreneurial Knowledge

Section

Research

License

International Journal of Entrepreneurial Knowledge (ISSN 2336-2960) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:

  • University College of Business in Prague, Czech Republic
  • University of Entrepreneurship and Law, Prague, Czech Republic
  • School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
  • Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
IJEK is an Open Access journal and does not charge readers or their institutions for access. 
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  • The publisher, Center for International Scientific Research of VŠO and VŠPP, provides free access policy to the Journal of Tourism and Services.
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