TITLE:
Perceived Risk versus Perceived Value for Money: Assessing Online Retail Shopping Behavior among Ghanaians
AUTHORS:
Gideon Buernartey Boyetey, Samuel Antwi
KEYWORDS:
Perceived Risk Constructs, Perceived Value for Money, Intention to Purchase, Actual Purchase, Consumer Behavior
JOURNAL NAME:
iBusiness,
Vol.13 No.3,
August
9,
2021
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.