Title: The effect of online sellers' trustworthiness on consumer buying behaviour in Ghana's e-commerce platforms

Authors: James Desmond Mclean-Arthur; Kunjal Sinha

Addresses: Department of Management, Parul University, Vadodara, 391760, Gujurat, India ' Department of Management, Centre for Continuing Education and Online Learning, Parul University, Vadodara, 391760, Gujurat, India

Abstract: This research examines the factors that impact consumer purchasing behaviour on Ghanaian online shopping platforms. Using a sample of 551 participants, the study employs quantitative methods and a survey questionnaire, which are analysed with the Statistical Package for the Social Sciences (SPSS). The measurement scale used in this study, with a reliability score of 0.769, is considered reliable for evaluating the trustworthiness of online sellers. The research identifies crucial elements that influence consumer behaviour in Ghana's online shopping market, highlighting the significance of trust, communication, payment security, delivery efficiency, social support, and technological advancements. The results suggest that online sellers in Ghana should focus on building trust and enhancing customer experiences to stimulate purchasing behaviour, thereby staying competitive and achieving growth in the Ghanaian online business environment.

Keywords: online shopping; Ghana; purchase decisions; trust dynamics; social media influence; competitive marketplace; demographic factors; communication; payment security; delivery efficiency; social support.

DOI: 10.1504/IJMABS.2024.144455

International Journal of Markets and Business Systems, 2024 Vol.5 No.2, pp.168 - 191

Received: 24 Sep 2024
Accepted: 24 Nov 2024
Published online: 13 Feb 2025 *

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