Online shopping in Sub-Saharan Africa: evidence from Ghana

Using extended UTAUTII and Structural Equation Modelling, we develop hypotheses regarding the factors influencing the behaviour of online shopping in the sub-Saharan Africa and test them on a sample of 400 online shoppers in Ghana. We find positive correlation between the independent variables (social influence, performance expectancy, habit, facilitating condition, and trust) and behavioural intention, which is consistent with the findings in developed countries. The study not only extends hedonic motivation in UTAUTII model to include service quality and value proposition, but also precisely demonstrates that the extent to which an online shopper derives fun or pleasure to continuously use online shopping is influenced by the value proposition offered by merchants. We find strong empirical support that value proposition is affected by service quality. The results also help to explain how generational cohort of X and Y, gender, and marital status are online shopping influencers in the sub-Saharan Africa.