AN EMPIRICAL ANALYSIS OF ECOMMERCE ADOPTION IN COTE D'IVOIRE USING AN EXTENDED UTAUT MODEL

Wiliam Yoboue, Kaigang Yi, Maxwell Opuni Antwi

Abstract


Across the modern world today, many companies are now using the internet to provide their customers platforms with more convenient access to online information and services. Customers do not need to physically go to shops or the mall to request services or follow-up with another service. They can stay at home or in their offices and use online platforms to obtain the business services or information they need. They can also use mobile phones and other electronic devices to request information about any products, services or obtain help. Online services therefore, are a necessary requirement of modern customers. This research is grounded in an UTAUT model to determine and explain the impact of factors that influence the adoption of e-Commerce services. Data from 835 respondents who are users of mobile payments was collected using a structured questionnaire. Questionnaires were administered to m-payment users’ in the city of Abidjan and Yamoussoukro. The result confirms the overriding influence of attributes of the UTAUT model in technology adoption. The results can help decision makers to gain a better understanding of the factors that determine customers’ acceptance and use of e-commerce platforms services.

 


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