A Case Study on Factors Influencing Online Apparel Consumption and Satisfaction between China and Ghana

  •  Francisca M. Ocran    
  •  Xiaofen Ji    
  •  Liling Cai    


The study explores and compares the influence of perceived online shopping benefits namely convenience, pricing, and wider selection towards online satisfaction between China and Ghana. It also seeks to explore the factors that motivate individuals to shop online. Further, the problem(s) faced by both countries in shopping online is examined. Descriptive analysis, correlation, Anova and regression analysis were used in assessing and comparing consumers’ online experience. It was found that there is a high prevalent rate (97.5%) of online apparel shopping among Chinese and Ghanaian respondents where the prevalent rate of patronizing online apparel was relatively higher among Chinese youth than the Ghanaian. Convenience, internet usage proficiency and easy access to internet were the main factors that facilitates online apparel shopping among the respondents. Level of income makes the difference in rate online apparel patronization between Chinese and the Ghanaian. On the contrary, level of income, Trust, and Privacy and confidentiality of personal information were found as challenges discourages Ghanaians online apparel consumers likewise Chinese consumers.

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