Impact Of Trustworthiness In Online Sellers On Consumer Purchase Behavior In Ghanaian Online Shopping Platforms

Abstract

This work examines the factors influencing consumer buying behaviour in an online shopping website in Ghana. Using a sample size of 551 respondents, quantitative research methods and a survey questionnaire were utilized for collecting data and scrutiny using the Statistical Package for the Social Sciences (SPSS). The scale used as a measurement for this study with a value of  0.769, is considered dependable for evaluating the trustworthiness of online sellers. The study reveals essential factors guiding consumer behaviour in Ghana's online shopping sector, accenting trust, communication, payment security, delivery efficiency, social support, and technological advancements. The findings suggest that online sellers in Ghana should focus on building trust and improving customer experiences to stimulate purchasing behaviour and in the process be able to be competitive and maintain growth in the online business of Ghana.