TY  - JOUR
T1  - Sustaining Consumer E-Commerce Adoption in Sub-Saharan Africa: Do Trust and Payment Method Matter?
A1  - Amofah, Dennis Owusu
A1  - Chai, Junwu
Y1  - 2022///
KW  - Ghana
KW  - Structural Equation Modelling
KW  - Sub-Saharan Africa
KW  - UTAUT
KW  - e-commerce adoption
KW  - trust
JF  - Sustainability (Switzerland)
VL  - 14
IS  - 14
SP  - 1
EP  - 21
DO  - 10.3390/su14148466
L1  - file:///E:/jurnal/2023/j of economics and business/paper/Amofah 2022 Sustaining_Consumer_E-Commerce.pdf
N2  - The long-term sustainability of e-commerce usage for improving quality of life is dependent on several factors. Presently, trust and payment methods have emerged as critical factors influencing e-commerce adoption. Consequently, this study investigates the UTAUT determinants of consumer e-commerce adoption in Ghana by focusing on the mediating and moderating roles of trust and payment method. The study employs the Partial Least Square Structural Equation Model (PLS-SEM) to estimate the survey response of 535 purposively selected respondents from six regions in Ghana. The results corroborate a direct relationship between the UTAUT variables and e-commerce adoption. However, the payment method suggests no moderating effect on trust and e-commerce adoption connection. Nevertheless, trust significantly mediates the UTAUT variables and e-commerce adoption. Finally, the mediation was highest between social influence and trust but lowest between effort expectancy and trust. This challenges practitioners and managers of e-commerce platforms to consider the mediating role of trust to improve adoption and the sustainable usage of e-commerce.
ER  -