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.
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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.
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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.
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