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Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana

Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana

Masud Ibrahim, Anthony' Freeman Mensah, Frederick Asare
Copyright: © 2018 |Volume: 8 |Issue: 3 |Pages: 13
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781522546238|DOI: 10.4018/IJOM.2018070105
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MLA

Ibrahim, Masud, et al. "Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana." IJOM vol.8, no.3 2018: pp.71-83. http://doi.org/10.4018/IJOM.2018070105

APA

Ibrahim, M., Mensah, A. F., & Asare, F. (2018). Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana. International Journal of Online Marketing (IJOM), 8(3), 71-83. http://doi.org/10.4018/IJOM.2018070105

Chicago

Ibrahim, Masud, Anthony' Freeman Mensah, and Frederick Asare. "Exploring Online Marketing Adoption Factors Among Used Car Sellers in Ghana," International Journal of Online Marketing (IJOM) 8, no.3: 71-83. http://doi.org/10.4018/IJOM.2018070105

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Abstract

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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