Empirical Evidence on Sources of Consumer Trust on E-Commerce of Ghana

Abstract

The emergence of E-commerce is taking the world by storm and is growing rapidly in developed and some emerging economies. The purpose of the research was to assess the impact on sources of consumer trust on E-Commerce in Ghana. The study adopted primary data using 215 questionnaires for the survey and uses SEM-AMOS for its analysis. The results projected that Customer Satisfaction, Service Quality and Brand Recognition have much impact on the E-Commerce growth in Ghana. Industrial players in Ghana should focus their policy direction on building a strong brand, improving the service delivery and striving to meet the customer at their desirable point.