Abstract

This study examines the factors determining the adoption of online purchases among customers and the influence of cultural variables in an African context. The research is based on a combination of IS/IT theories and models about the adoption of online purchases. The hypotheses are tested using structural equation modeling (PLS-SEM) on a sample of 446 individuals. The findings show that rational perception variables drive users' intention to adopt online purchases; cultural values in Africa affect online purchases. Customers who value physical interaction with the product are more likely to make online purchases, primarily for hedonic reasons, and the relationship between utilitarian expectation and purchase intention depends on the level of conformity to the group and the effect of intention to adopt online purchases on repeat purchase intention is positive and stronger among consumers with low group conformity. The implications and limitations of the research are explained.

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