Бухгалтерский учет и маркетинг

Consumer Acceptance of Online Shopping in Cameroon: ComparingDifferent Types of Product.

Abstract

Mbayong NA

Purpose: The purpose of this paper is to determine the effects of consumer acceptance of online shopping in Cameroon by comparing different online product types.
Design/Methodology/approaches: The sampling method employed in this study is convenience sampling method. The descriptive study was carried out in survey method. The research group consisted of total number of 108 of participants (female 60, n=55.6%; male 48, n=44.4%) and age range is between 20 and 35. A total of 108 sets of questionnaires were distributed randomly to students in Universities of Buea, Yaounde, Bamendaand working adults in Yaounde, Douala and Buea.
Findings: The relationships of consumer characteristics on their acceptance of online shopping are differ depend on the product types. For electronic gadgets, the findings remained in line with the overall results. For apparel, personal innovativeness has become insignificant to influence on the online buying behaviours while internet selfefficacy have in turn a significant relationship toward online shopping. Hence, it is concluded that product types affect the relationships between consumer characteristics and attitudes toward online shopping.
Originality/value: This study’s research questions and methods are new to the line of consumer perception of online shopping of different product types making it a starting point for further lines of exploration.