Abstract
The online fashion market is the largest market segment in Ghana. This present study investigates what drives Ghanaian consumers to purchase fashion products online from perceived risk and perceived value for money perspectives. Moving away from the purely monetary perspective, this study operationalizes value for money to include ease of use (qualitative perspective). Findings from this study highlight the fact that the average Ghanaian e-buyer is more influenced to shop for fashion products online by their perceived value for money than by their perceived risk and this insight is relevant in boosting e-commerce transactions significantly in the economy.
Highlights
The introduction of the internet has had a significant impact on all sectors, including the business sector
Mediation Role of Intention to Purchase. This present study proposes that the relationship between perceived risks constructs an actual purchase, and between perceived value for money and the actual purchase will be mediated by their intention to purchase
We examined the adjusted R-Square known as the coefficient of determination to determine the amount of variability in the dependent constructs (such as Actual Purchase (AP) and Intention to Purchase (IP)) that is explained by the independent constructs (Perceived Risk and Perceived Value for Money dimensions)
Summary
The introduction of the internet has had a significant impact on all sectors, including the business sector. Over the past two decades, internet activities have grown steadily. Many businesses all over the world have incorporated the internet into their business. The internet has made it possible for companies to offer their products and brand to their customers on an online shopping platform. The traditional shopping methods require a seller, retailer, distributor, or manufacturer and a buyer or a customer to necessarily meet face-to-face before transactions could be performed. E-commerce, known as online shopping, has changed the face of business
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