Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana

Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana
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Author(s): Masud Ibrahim (University of Education, Winneba, Ghana), Anthony' Freeman Mensah (University of Education, Winneba, Ghana) and Frederick Asare (Kumasi Technical University, Kumasi, Ghana)
Copyright: 2021
Pages: 14
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch071


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This article seeks to explore factors responsible for the adoption of online marketing by second hand (used) car dealers to sellers in Ghana. A conceptual framework was adopted from the extant literature using the Technology Acceptance Model as a theoretical base. This article adopts a quantitative research approach. Data for the study was obtained from 60 second hand car sellers through a self-administered questionnaire. Findings from this study revealed that factors responsible for online marketing adoption by second hand car dealers in Ghana are: perceived usefulness (marketing online, customer demand and increase productivity; ease of use (ability to upload pictures, interaction with clients, and online vehicles sales) of the platform. The study however, found no significant relationship between IT knowledge of the owner/manager, age of business and adoption of the online technology. This article highlights the importance of technology adoption in business among SMEs from technologically disadvantaged market.

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