Perceived Risk versus Perceived Value for Money: Assessing Online Retail Shopping Behavior among Ghanaians

摘要

The online fashion market is the largest market segment in Ghana. Th is 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.