Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective
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 s...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Center for International Scientific Research of VŠO and VŠPP
2016-06-01
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| Series: | International Journal of Entrepreneurial Knowledge |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/ijek.2016.4.issue-1/ijek-2016-0007/ijek-2016-0007.xml?format=INT |
| _version_ | 1817987590946553856 |
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| author | Kwarteng Michael Adu Pilík Michal |
| author_facet | Kwarteng Michael Adu Pilík Michal |
| author_sort | Kwarteng Michael Adu |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-04-14T00:23:17Z |
| format | Article |
| id | doaj.art-f2230984c8e84bd192ff41d90760e72a |
| institution | Directory Open Access Journal |
| issn | 2336-2960 |
| language | English |
| last_indexed | 2024-04-14T00:23:17Z |
| publishDate | 2016-06-01 |
| publisher | Center for International Scientific Research of VŠO and VŠPP |
| record_format | Article |
| series | International Journal of Entrepreneurial Knowledge |
| spelling | doaj.art-f2230984c8e84bd192ff41d90760e72a2022-12-22T02:22:52ZengCenter for International Scientific Research of VŠO and VŠPPInternational Journal of Entrepreneurial Knowledge2336-29602016-06-01419010310.1515/ijek-2016-0007ijek-2016-0007Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic PerspectiveKwarteng Michael Adu0Pilík Michal1 Faculty of Management and Economics, Tomas Bata University in Zlín, Mostní 5139, 760 01 Czech Republic Faculty of Management and Economics, Tomas Bata University in Zlín, Mostní 5139, 760 01 Czech RepublicThe 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 onlinehttp://www.degruyter.com/view/j/ijek.2016.4.issue-1/ijek-2016-0007/ijek-2016-0007.xml?format=INTE-CommerceOn-Line ShoppingConsumer Buying BehaviorGhana |
| spellingShingle | Kwarteng Michael Adu Pilík Michal Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective International Journal of Entrepreneurial Knowledge E-Commerce On-Line Shopping Consumer Buying Behavior Ghana |
| title | Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective |
| title_full | Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective |
| title_fullStr | Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective |
| title_full_unstemmed | Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective |
| title_short | Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective |
| title_sort | exploring consumers propensity for online shopping in a developing country a demographic perspective |
| topic | E-Commerce On-Line Shopping Consumer Buying Behavior Ghana |
| url | http://www.degruyter.com/view/j/ijek.2016.4.issue-1/ijek-2016-0007/ijek-2016-0007.xml?format=INT |
| work_keys_str_mv | AT kwartengmichaeladu exploringconsumerspropensityforonlineshoppinginadevelopingcountryademographicperspective AT pilikmichal exploringconsumerspropensityforonlineshoppinginadevelopingcountryademographicperspective |