Online Shopping In Ghana: Factors That Affect Consumer Purchasing Behaviour

The internet is a global communication medium that is increasingly being used worldwide as an innovative tool for marketing goods and services.As a result of growing internet access,the use of e-commerce services is booming globally and domestically in Ghana.Ghana's online market seems to be at a developing stage.This research focuses on identifying the factors that affect consumer purchasing behaviour in online shopping in Ghana.An online survey was used to gather information from 209 respondents in Ghana.The empirical analysis identifies the most influential factors as safety of online payment and transactions,reviews and social media activity,order processing period,visualization of products,quick response and consultation,and effort of shopping.These decision factors affect Ghanaian online shopping consumers' behaviour.Moreover,managerial implications and recommendations are also presented.