What Drives Online Shopping Among Tertiary Students in Ghana: The Role of Attitude And Subjective Norm
DOI: 10.34047/JAMAR.2020.v02i01.005
DOI:
https://doi.org/10.34047/JAMAR.2020.v02i01.005Keywords:
Consumers' Attitude, Subjective norm, Purchase Intention, Online Reviews, Recommendation, and Perceived RiskAbstract
This study aims to give a comprehensive insight into the drive of online shopping among tertiary students in Ghana, considering the role of attitude and subjective norm. With the technique of convenience sampling, the data were gathered from Ghanaian tertiary students via a web survey. In all, the selfadministrated questionnaire consisted of 400 respondents. In analyzing the data, SmartPLS version 3.2.9 was used. The findings revealed that recommendations have a significant positive effect on purchase intention, attitude, and subjective norms. Also, it was realized that there is a significant positive effect of online reviews on purchase intention, attitude, and subjective norm. Lastly, though there was no significant influence of attitude on purchase intention, subjective norms positively influenced purchase intention. In all, these findings show that a favorable online review and recommendations by an earlier user will
eventually trigger a positive purchase intention, among others. The results are valuable to the growth and expansion of online shops. It admonishes that being able to meet early online consumers' needs and giving attention to their feedback is very instrumental in attracting other consumers.
