Customer Motivation And Buying Behaviours On The Internet In Ghana: A Survey From University Of Education Winneba And Christian University College Of Kumasi

Abstract: The Internet has developed into a new distribution channel and on- line transactions that is rapidly increasing. This has created a need to understand customer motivation and buying behaviours on the Internet.
The purpose of this dissertation is to understand if there are any particular factors that influence the behaviour of the on- line consumer in Ghana. Primary data was collected through a survey that was conducted at the campuses of the University of Education Winneba and Christian University College of Kumasi.
The major findings of the study found the main factors that motivate people to use the Internet on campus were; convenience, simple to use and hassle free. Price and trust were also identified as important factors.
It was realized that, companies who want to provide o n- line services must first identify the means to increase the overall interactivity of their websites before they move towards e-commerce adoption.
In the end recommendation for Small and Medium Enterprises (SMEs) and Internet service providers are discussed.