What is it about?

This study identified the determinants of online shopping behaviour among tertiary students adopting Technology Acceptance Model (TAM). The researchers revised TAM by integrating perceived cost and perceived risk to broaden the scope of investigating what determined students online shopping intention and their actual use of tge technology.

Featured Image

Why is it important?

The study identified the determinants of online shopping behaviour among students specifically in Ghana. This is very important because technology has given rise to selling and buying on online platforms which targets the younger generation. But what sellers on these platforms do not know is what influences consumer purchase intentions and actual use of the technology.


Writing this article opened my mind to a lot of discussions yet to be identified by world market leaders. Internet usage in Africa and Ghana in particular is growing at quite a high level. Students have the ability to interact with sellers anywhere in the world bringing the world market right to their phones or computers. The only gap is the vast choice of online shopping platforms available to Ghanaian students due to means of payment. And this problem is enhanced by how quickly payments can be verified. Also, the cost of shipping purchased items creates a huge gap for Ghanaian students. But this gives a clear direction or dialogue on examining and evaluating the supply chain management of producers/manufacturers. How can their promising consumers in Africa benefit from receiving their products without incurring extreme shipping costs?

Ms Christina Appiah-nimo
University of Cape Coast

Read the Original

This page is a summary of: Determinants of online shopping among tertiary students in Ghana: An extended technology acceptance model, Cogent Business & Management, July 2019, Taylor & Francis,
DOI: 10.1080/23311975.2019.1644715.
You can read the full text:




The following have contributed to this page