Internet and online shopping in an emerging economy: The Ghanaian perspective

Abstract

The purpose of this study was to investigate the uses of the internet and find out whether online shopping has been adopted by Ghanaian consumers. The study also examined the relationship between internet usage and online shopping. Since its discovery, the internet technology has benefited both consumers and business; a number of researches conducted indicate its high patronage by consumers or users. Using a sample of 200 respondents, structured survey questionnaire on the internet usage and online shopping was used to collect empirical data from the Accra Metropolis. The findings suggest that the level of internet knowledge is very high and the internet is used for so many activities including e-mailing, information searching, and chatting. The study also found three types of internet users in Ghana i. e, occasional users, frequent and regular users. Adoption of online shopping on the other hand was found to be very low although respondents indicated the willingness and desire to shop online. This low patronage is attributed to a number of factors. With these findings Businesses migrating to the internet should consider other services that can be offered, and consider actual selling more strategically.