Towards understanding the initial adoption of online retail stores in a low internet penetration context: An exploratory work in Ghana

Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been very limited research on the subject of online adoption and in particular, the fundamental factors that can influence its initial adoption, especially among young and relatively educated consumers who constitute the largest demographic group there. We, therefore, make a determined effort to fill this growing knowledge gap by exploring some fundamental factors associated to shop online by young and educated consumers. This exploratory research draws on the stimulus-organism-response (SOR) framework and focuses on five variables of interest namely perceived ease of use, government support infrastructure, and economic considerations about pricing, perceived convenience and use intentions of online retail stores. Evidence collected from 294 research participants provides support for our research propositions Finally, our research contributions and future study directions are considered in the concluding part of the paper. © 2020 by the author.Internal Grant Agency of FaME through TBU in Zlin The Impact of Digital Transformation On Consumer Behaviour and Firm's Sustainable Performance [IGA/FaME/2019/008, IGA/FaME/2020/002]; project NPU I RVO-Digital Transformation and its Impact on Customer Behavioural and Business Processes in Traditional and Online markets [MSMT-7778/2018