|Title||The Antecedents of Consumer Online Shopping Usage in an Emerging Economy: A Conceptual Study|
|Authors||Asamoah, C.A., Dzandu, M.D. and Klapalová, A.|
In today’s dynamic environment, digital technologies are enabling innovation in the form of products, services, infrastructure, tools, systems, digital applications; and content, resulting in an enhanced consumer experience. Given that consumers are constantly looking forward to accessing foreign products and this phenomenon has been heightened by the outbreak of Covid-19, the goal of this study is to unearth the antecedents of online shopping usage in an emerging economy. Several studies have highlighted the behavioural aspects that influence the use of e-commerce platforms. However, some barriers and facilitators of online shopping usage in developing countries context remain unexplored. The study, therefore, reviewed and conceptualized some antecedents of online shopping through a critical review of literature sourced from databases including Google Scholar, Scopus, Emerald Insight, Web of Science, and EBSCO. Qualitative enquiry focusing on document analysis coupled was utilized to ascertain the antecedents of online shopping usage in an emerging economy. The literature reviewed suggests that product information, the effectiveness of a website, agent trust and perceived safety will either facilitate or hinder online shopping usage as these provide an indication of assurance of the product quality, real-time information accessibility as well as safe delivery of the product. A conceptual framework with hypothesised relationships between key constructs is developed for testing and validation. Implications of the study for online shopping usage in emerging economies are discussed.
|Keywords||Online shopping, barriers, facilitation conditions, digital technology, emerging economy|
|Conference||7th International Conference on Finance and Economics (ICFE 2022)|