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Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been very limited research on the subject of online adoption and in particular, the fundamental factors that can influence its initial adoption, especially among young and relatively educated consumers who constitute the largest demographic group there. We, therefore, make a determined effort to fill this growing knowledge gap by exploring some fundamental factors associated to shop online by young and educated consumers. This exploratory research draws on the stimulus-organism-response (SOR) framework and focuses on five variables of interest namely perceived ease of use, government support infrastructure, and economic considerations about pricing, perceived convenience and use intentions of online retail stores. Evidence collected from 294 research participants provides support for our research propositions Finally, our research contributions and future study directions are considered in the concluding part of the paper.

The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers. However, in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non-existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

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Abstract. The paper presents selected aspects of shopping behaviour with a focus on the main reasons for on-line shopping. Basing on the results of extensive research, we determined that the main reasons for on-line shopping are the cost, followed by comfort and convenience, while shopping on-line. It holds true for all age groups observed. Age increase pushes shoppers to pay more attention to convenience of shopping, and therefore it can be considered an essential factor for making an on-line purchase. Further statistical analysis confirmed the fact that the Czech Republic has caught up with rest of Europe and the world in the area of Internet use and on-line shopping, and the commercial power of the Internet will continue to grow. The paper focuses on consumer behaviour within digital economy on e-commerce markets in the Czech Republic, and examines customers' purchases and their motives for on-line shopping. The survey was divided into two parts. Qualitative part of the research was based on structured interviews in 2015-2016 with companies in the Czech Republic. These interviews were important for the definition of the research questions and further quantitative research, focused on customers of the e-shops and Internet users. Quantitative research consisted of 41 questions, and was conducted among the e-shoppers who filled out the questionnaire. 2,432 respondents participated in the research, and 1,601 of them completed all the questions in the questionnaire. The results we obtained show that the price of merchandise is the main reason for the shopping on the Internet in the Czech Republic. This fact rejected hypothesis about a dominant role of convenience for shopping and expected preferences of the customers. Convenience and price have impact on the behaviour of those Czech customers, who prefer brick-and-mortar stores, and still shop on-line irregularly.