Investigating the Primary Drivers of Consumer Behaviour in Ghana’s Online Fashion E-Commerce Market

Abstract

This research examines how cultural relevance and technological innovation shape consumer behaviour in Ghana’s online fashion market. Using a quantitative design, data were collected from 551 online shoppers via structured questionnaires shared on social media and by email. Stratified random sampling ensured a diverse demographic profile. Structural Equation Modeling (SEM) and Tukey HSD multiple comparisons were applied to explore the links between cultural factors, technology features, and purchasing patterns, while SPSS was used for statistical validation. The survey instrument demonstrated strong internal consistency, with a Cronbach’s alpha of 0.876.