Repurchase Intention Among Ghanaian Online Consumers: Perceived Shopping Value Approach

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. Keywords: Online Shopping, E-commerce, Repurchase Intention, Consumer Behavior, Ghana DOI: 10.7176/EJBM/13-8-01 Publication date: April 30 th 2021