مقاله انگلیسی قصد خرید مجدد در میان مصرف کنندگان آنلاین غنا
Abstract
Introduction
Research Model and Hypothesis
Research Methods
Data Analysis
Conclusion
References
Abstract
With the rise in technology and the influx of diverse goods and services readily available on the internet today, online shopping has become an everyday thing in the global space through the use of technology-based channels like smartphones, tablets, laptops and others alike. Despite the incidence and daily growth this global phenomena, not all counties or parts of the world have been able to fully grasp the idea and use it to their benefit. A good example being Ghana, although close to 50% of the population has access to the internet as of January 2020 (DataReportal 2020) with about 15.1 million smartphone devices (Omondi 2020) many Ghanaians prefer traditional marketing to electronic commerce (e-commerce). With the above being noted, it is of no doubts that the online shopping community in Ghana is one that requires attention and retention by online goods and service providers. Making it a daunting task on online goods and service providers to focus on ways maintain this market and equally figure out ways to get on board new customers. This is in line with Shin et al. (2013), who asserted that online shopping behavior involves encouraging an online consumer to purchase and repurchase a product from the same online retailer. Many researchers, authors and marketers have researched factors that influence an online consumer’s repurchases intention. This study has therefore been done after a look into past and existing literature which to a degree suggests that there hasn’t been research conducted in the area of online consumers’ repurchase intention from the same online retailer.
Introduction
The increasing penetration rate of the internet globally has fueled online shopping. Online shopping is possible because of the availability of the internet, smartphones, tablets, iPad or laptop, and an online shopping platform. These days, online consumers can receive the products they buy in a cross-border e-commerce platform a few days because of massive logistics systems improvement. To the online retailer, online shopping goes beyond an online consumer just purchasing a product. This is because they may be several online retailers selling the same or similar goods and services. These online retailers compete for the same online consumers. Consequently, they ensure that they put in proper strategies to retain their customers. In Ghana, e-commerce activities are still in the developmental stages, although close to 50% of the population has access to the internet as of January 2020 (DataReportal 2020) with about 15.1 million smartphone devices (Omondi 2020). Although many Ghanaians prefer traditional marketing, revenue generated from e-commerce in Ghana is projected at US$453 million in 2020, a 46.5% increase from the previous year. The Fashion Industry is projected to have the largest market segment, with a market volume of US$144 million. The report further revealed that the number of e-commerce users in Ghana is projected to be 6.6 million people, a 19.3% increment from the previous year. It can be deduced from the report that all things being equal, all the online retailers, both in Ghana and abroad, do compete among themselves for the 6.6 million e-commerce users. While some Ghanaian consumers shop in an online shopping platform onetime, other user continue to shop online.