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has been cited by the following article:

• TITLE: Perceived Risk versus Perceived Value for Money: Assessing Online Retail Shopping Behavior among Ghanaians

  AUTHORS: Gideon Buernartey Boyetey, Samuel Antwi

  KEYWORDS: Perceived Risk Constructs, Perceived Value for Money, Intention to Purchase, Actual Purchase, Consumer Behavior

  JOURNAL NAME: iBusiness, Vol.13 No.3, August 9, 2021

  ABSTRACT: The online fashion market is the largest market segment in Ghana. This present study investigates what drives Ghanaian consumers to purchase fashion products online from perceived risk and perceived value for money perspectives. Moving away from the purely monetary perspective, this study operationalizes value for money to include ease of use (qualitative perspective). Findings from this study highlight the fact that the average Ghanaian e-buyer is more influenced to shop for fashion products online by their perceived value for money than by their perceived risk and this insight is relevant in boosting e-commerce transactions significantly in the economy.