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Modeling e-commerce adoption factors among Gen-Z in a developing country: the case of Ghana
Marketing & Menedzsment
THE AIM OF THE PAPER This study aims to investigate the factors that influence e-commerce adoption among Gen Z in a developing country. METHODOLOGY A cross-sectional data were gathered from 522 Gen Z population in the most populous and industrious regions in Ghana. Partial Least Square-Structural Equation Modelling (PLS-SEM) was employed to assess the hypothesized relationships. MOST IMPORTANT RESULTS The findings indicate that effort expectancy, facilitating conditions, information quality,doi:10.15170/mm.2021.55.01.07 fatcat:47wmm7u25rhsvkcwmuiwtlw5ey