Influential Factors Impacting Consumer Buying Habits on Ghanaian Online Shopping Websites: A Case Study of The Fashion Industry of Ghana

Abstract

This experimental study explores the determinants of consumer buying behaviour in Ghana's online fashion industry. Using a quantitative approach, the research surveyed 551 respondents and analyzed them using the Statistical Package for the Social Sciences (SPSS). The key findings indicated that trust, communication, payment security, delivery efficiency, social support, and technological improvements are important factors influencing online consumer behaviour. The study revealed the significant role of social media in shaping consumer preferences and its impact on marketing strategies. Additionally, it examines the effects of convenience, pricing, product reviews, cultural preferences, customer service, and technological infrastructure on online shopping behaviour. Through statistical analyses, such as correlation and regression, the relationships between these factors and consumer buying behaviour were identified. The results suggest that online sellers in Ghana should focus on building trust and enhancing customer experiences to drive purchasing behaviour and achieve sustainable growth. The study concludes with actionable insights for industry practitioners to refine marketing approaches and optimize operations in Ghana's evolving online shopping space.