The Influence of Selected Consumers' Profile Variables on Online Shopping in Ghana
The Influence of Selected Consumers' Profile Variables on Online Shopping in Ghana

Author(s): Patrick Joel Turkson, Felix Amoah, Joseph Gyamfi Yeboah, Elizabeth Afia Primang Turkson, Laura Novienyo Abla Amoah
Subject(s): Gender Studies, Evaluation research, Financial Markets
Published by: Scientia Moralitas Research Institute
Keywords: Online shopping; gender; age; marital status; highest educational level
Summary/Abstract: This study examined online shopping by highlighting the variations in consumer profiles using selected variables such as gender, age, highest educational level, and marital status. Data was collected through an online survey sent via email to respondents. The online survey was conducted within four months in 2023. A convenience sampling technique was employed to select the total respondents of 437, which constituted the sample size of the study. A 100% response rate was attained. Descriptive statistics, comparing means, and the ANOVA test were employed to analyze the data collected. SPSS version 26 was the statistical tool used for the analysis of the collected data. The study revealed that males aged between 31 and 40, post-graduates, and single mothers mostly shop online frequently. Differences in gender, age, and marital status influence online shopping, however, the highest educational level does not influence online shopping.

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