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  • 标题:Sustaining Consumer E-Commerce Adoption in Sub-Saharan Africa: Do Trust and Payment Method Matter?
  • 本地全文:下载
  • 作者:Amofah, Dennis Owusu ; Chai, Junwu
  • 期刊名称:Sustainability
  • 印刷版ISSN:2071-1050
  • 出版年度:2022
  • 卷号:14
  • 期号:14
  • 页码:1-20
  • DOI:10.3390/su14148466
  • 语种:English
  • 出版社:MDPI, Open Access Journal
  • 摘要:The long-term sustainability of e-commerce usage for improving quality of life is dependent on several factors. Presently, trust and payment methods have emerged as critical factors influencing e-commerce adoption. Consequently, this study investigates the UTAUT determinants of consumer e-commerce adoption in Ghana by focusing on the mediating and moderating roles of trust and payment method. The study employs the Partial Least Square Structural Equation Model (PLS-SEM) to estimate the survey response of 535 purposively selected respondents from six regions in Ghana. The results corroborate a direct relationship between the UTAUT variables and e-commerce adoption. However, the payment method suggests no moderating effect on trust and e-commerce adoption connection. Nevertheless, trust significantly mediates the UTAUT variables and e-commerce adoption. Finally, the mediation was highest between social influence and trust but lowest between effort expectancy and trust. This challenges practitioners and managers of e-commerce platforms to consider the mediating role of trust to improve adoption and the sustainable usage of e-commerce.
  • 关键词:e-commerce adoption; UTAUT; trust; Sub-Saharan Africa; Ghana; Structural Equation Modelling
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