论文部分内容阅读
Consumers’ desire for convenient shopping is shifting their focus to online luxury shopping due to the emergence of information technology and cheap access to the internet.However,the extent to which the perception of online luxury consumers in terms of Amenity,Thinking pattern,Felicity,control and risk involved affect the purchase behavior or experience of consumers’ needs empirical research to understand.Against this background,the study sought to assess consumers’online shopping experience in Ghana and compare with that of China.The study sampled 200 respondents from University of Education,Winneba and Zhejiang Sci-Tech University in Ghana and China respectively to represent the population of online luxury consumers.It was found out that there is high prevalent rate(97.5%)of online shopping among the Ghanaian and Chinese respondents(university students).However,it was observed that the prevalent rate of patronizing online luxury products was relatively high among Chinese youth than the Ghanaian youth.Besides,it was found that clothing items,entertainment and electronics were the most consumed online luxury products among the youth today in both nationals patronize as per the investigation.Again,convenience,internet usage proficiency and easy access to internet were main online shopping of luxury products among both Ghanaians and Chinese respondents.However,level of income makes the difference to rate online luxury patronization between Chinese and the Ghanaian youth.On the contrary,level of income,trust,and privacy and confidentiality of personal information were found as challenges or factors that discourages majority of Ghanaian online luxury consumers in consuming online luxury goods,likewise their Chinese counterparts.Descriptive analysis,Correlation,Anova,Factor analysis,reliability and validity test and Regression analysis were conducted to answer the research questions.The findings revealed that respondents generally have a positive perception about online luxury shopping,but was slightly higher among the Chinese than the Ghanaians.For instance,the respondents found online luxury shopping to be felicity,controllable,credible,informative and entertaining.The study further revealed that perception of online luxury consumers of both nationals towards online luxury shopping significantly influences their purchase behavior and online shopping experience.The study was concluded that the Chinese online luxury consumers has a better online luxury shopping experience than that of the Ghanaian online luxury consumers.