Exploring the key drivers of internet behaviour among the youth of emerging markets The case of Ghana

摘要

Purpose - The purpose of this study is to investigate the impact of internet on the e-lifestyle of the youth of emerging markets (EMs) in contemporary digital world using Ghanaian youth as a case study. Design/methodology/approach - Survey data were obtained from students of five leading universities in Accra, the nation's capital, between February and June 2017. Of the 300 questionnaires administered, 276 were usable representing 92 per cent collection rate. Respondents were randomly approached and oriented on the object of the study and asked to complete the instrument voluntarily using the face-to-face approach at student events. Both the exploratory factor analysis (EFA) and the structural equation modelling procedure of partial least square (PLS-SEM) were used to analyse the data. Findings - From the study, drivers of the e-lifestyle of youth in EMs were listed in order of importance: socio-importance, interest, entertainment, necessity, novelty, academic, transaction and concern needs. Surprisingly, the quest for academic information does not motivate the youth to surf the internet compared to aspiration to satisfy social, interest and entertainment-driven needs. Research limitations/implications - E-lifestyle addiction compels the youth to surf the internet via mobile phones, computers and other devices for e-lifestyle satisfaction, requiring internet service providers, marketers and academics to develop innovative e-lifestyle products to stimulate continuous internet usage of internet by the youth. Practical implications - This study provides practical insight for internet service providers, web and application developers and members of the academic community to consciously develop internet-based products that direct the youth towards fulfilling e-lifestyle motivation. Social implications - The convergence of the youth on the internet will in no doubt impact social behaviour, thereby influencing lifestyles. Originality/value - As very little work has been done on youth e-lifestyle in EMs, this study serves as a pioneering work in EMs using Ghanaian youth as a case study. Ironically, students of EMs spend less time on the internet doing academic concerns compared to social activities. Additionally, the importance of transaction (payments) needs as a driver of internet use among the youth has been emphasised in this study.