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Asian Social Science; Vol. 15, No. 12; 2019
ISSN 1911-2017 E-ISSN 1911-2025
Published by Canadian Center of Science and Education
38
A Case Study on Factors Influencing Online Apparel Consumption
and Satisfaction between China and Ghana
Francisca M. Ocran1, Xiaofen Ji1,2 & Liling Cai1,2
1 School of International Education, Zhejiang Sci-Tech University, Hangzhou, China
2 Silk and Fashion Culture Research Center of Zhejiang Province, Hangzhou, China
Correspondence: Xiaofen Ji, School of International Education, Zhejiang Sci-Tech University, 5 Second Avenue,
Xiasha Higher Education Zone, Hangzhou, China. Tel: 86-571-86-8431-1453. E-mail: xiaofenji@zstu.edu.cn
Received: September 22, 2019 Accepted: September 30, 2019 Online Published: November 13, 2019
doi:10.5539/ass.v15n12p38 URL: https://doi.org/10.5539/ass.v15n12p38
Abstract
The study explores and compares the influence of perceived online shopping benefits namely convenience,
pricing, and wider selection towards online satisfaction between China and Ghana. It also seeks to explore the
factors that motivate individuals to shop online. Further, the problem(s) faced by both countries in shopping
online is examined. Descriptive analysis, correlation, Anova and regression analysis were used in assessing and
comparing consumers’ online experience. It was found that there is a high prevalent rate (97.5%) of online
apparel shopping among Chinese and Ghanaian respondents where the prevalent rate of patronizing online
apparel was relatively higher among Chinese youth than the Ghanaian. Convenience, internet usage proficiency
and easy access to internet were the main factors that facilitates online apparel shopping among the respondents.
Level of income makes the difference in rate online apparel patronization between Chinese and the Ghanaian. On
the contrary, level of income, Trust, and Privacy and confidentiality of personal information were found as
challenges discourages Ghanaians online apparel consumers likewise Chinese consumers.
Keywords: online shopping, online satisfaction, online apparel and shopping experience
1. Introduction
The Internet is not only a networking media, but also a global means of transaction for consumers. Ways by
which information is being transferred, service and trade has become very common in the last decades due to
high usage of the internet (Delafrooz, Paim, & Khatibi, 2010). The rate by which online shopping was enhancing
was very low but now it’s growing rapidly. Not much research has been conducted with regards to the online
consumption behavior of the Ghanaian populace in relation to apparel. Most research conducted focuses on the
financial services; specifically online banking.
A process where by a group of people or an individual choose, buy, or make use of a purchase product to satisfy
their needs and wants is known as online consumption or purchasing behavior (Solomon, 1995). Information
available to Digital Reader (2014) indicates a lot of consumers is becoming online shoppers at a very fast rate; 3
out of 5 Europeans shopped online in 2012. Much research hasn’t been done when it comes to investigating
online buying attitudes in Ghana. Consumer’s preference has become the markets concern because if care is not
taken into their preference they might lose all their customers, most consumers purchase online with the help of
mobile applications and websites. Consumers get the chance to use multiple channels in purchasing the products
they need online (Deneen & Yu, 2015). According to Toñita, Monsuwé, and Ko de Ruyter (2004), the beauty of
the website encourage or motivate consumers to purchase more goods online.
In Ghana, most expensive fabrics like Kente and Adinkra cloth are used during important gathering such as
naming ceremonies, traditional marriage and festivals. Much phrase has come into consideration when it comes
to the use of Kente and Adinkra cloth. These expensive fabrics are the main fabrics the chiefs use to dress
(Patrick, 2005). The institution, National Friday Wear Programmed, were set aside their Western suits and ties
and opt for locally designed clothing made from locally manufactured fabrics, are representative of the changing
mindset of the Ghanaian with respect to these fabrics (Ghana News Agency, 2004). For this reason, Ghanaians
have gradually preferred more of customs made from African fabric. These apparel, most are made by natives,
do not have a standard measurement, they are often sewed to suit measurement provided by the consumer. This
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doesn’t help consumer to purchase product online.
In online shopping environment, consumer behavior doesn’t only signifies the purchasing of apparel online only
(Hoffman & Novak, 1996), apparel sellers face intense competition. Apparel marketers and managers try their
possible best to take what their consumers tells them into consideration because if much attention is not given to
consumers the business will end up collapsing, effective strategy is taken by markers when it comes to
consumers knowledge (Goldsmith & McGregor, 1999). Attitude towards consumers online shopping has been
released (e.g. Citrin et al., 2000), few investigations has been taken into consideration when it comes to
purchasing apparel online. This research enhances the reviewing aspect by making a comparison between the
China and Ghana.
Several studies have examined online shopping in Europe over decades and revealed that they tend to attract
in-home channels mainly on account of the amenity (Bhatnagar, 2007). (Cox and Rich 1964) provided support
for this after coming up with their findings. It came to realization that consumers with high income buy apparel
without going to the store. Gillett (1970) looked out carefully at the demographic characteristics of the online
consumers who are at a higher chance of knowing more about online shopping as compared to consumer
shoppers (Bhatnagar, 2007). With these findings, the issue now remains, where lies the majority of Ghanaians
who live within the middle and low-income strata in comparison with the Chinese who are more in the upper and
middle-income strata in relation to their consumption of apparel online.
2. Theoretical Background and Hypothesis
2.1 Control
Perceived behavioral control According to (Ajzen, 1991) what a person accepts is what shows in the persons day
to day activities (Ajzen, 1991, p. 188). According to Theory of Planned Behavior TPB, perceived control has
been linked to the belief of individuals. As such the intentions and actual behavior of the individuals are affected
by perceived control, the process whereby a consumer controls his or her shopping or purchasing decision is
known as perceived control (Elwalda, Lü, & Ali, 2016). In the Ghanaian case, consumers are unable to
customize apparel online rather have to fall on the already made ones, especially with the “African wear”
clothing. Apparels sold on the Ghanaian market and the ones demanded by the populace are largely locally
sowed dresses which are made of textiles and popularly known as “African wear”. This is unlike the Chinese
market where largely the apparels are factory made which follow specific measurement. Even in the case of
customization of wears, various features on the websites of these apparel dealers allows for control.
It’s very difficult to also satisfy your customers but if a marketer or a retailer does his homework well by trying
his possible best to satisfy his customers in other to maintain the relationship, at the end of the day it’s going to
help the marketer in getting more customers and also relying on the previous customers (Engle et al., 1995). In
as much as the Ghanaian brands and retailers have tried to provide varied sizes for online shoppers, however, the
problem arises when it comes to the “African wear” apparels. The Ghanaian shopper wants a fitting wear, which
is tailored to suit him or her as such most would rather walk to the shop to get them.
For a consumer to be satisfied with the apparel he or she buys online a good body measurement should be taken
into consideration, the persons figure should be considered well that the height and weight of the person (Brown
& Rice, 2014). When it comes to females apparel it’s very stressful and difficult at times because most times
consumers doesn’t get what they wanted, it’s either the apparel is big in size or its smaller on them. As a
marketer if you want to promote your brand garment size should really be explained well (Silverman, 2009).
Barbaro (2006), manufactures have come to know that for a consumer to like a brand really relays on the trust
the he or she has for the brand, if retailers are truthful to their customer they will always purchase from them
because they get satisfied with their apparel. Considering the issues raised, the following hypotheses are
formulated.
H1a: Chinese online apparel consumers have greater control than Ghanaian’s.
H1b: Consumers’ ability to have control positively predicts their online consumption of apparel.
H1c: Consumers’ control of the apparel fitting the body moderates the relationship between consumers’
motivators and decision to consume.
2.2 Amenity
In the proposal by Jiang et al. (2013), five measurements of perceived amenity were pointed out in shopping
online; approach, explore, judge and rate, trade and post purchase. For a consumer to get a good online shopping
environment customers amenity should be considered because amenity is a key factor in online shopping
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(Clemes, Gan, & Zhang, 2014) most people try to avoid overcrowding, not to talk of wasting much time and also
having access to whatever they want at any point in time of their life. Online shopping is available 24hours every
single day, once a customer have access to internet and also have money on his or credit card he or she can
purchase items online at point in time. Most foreigners in China tries to avoid embarrassment because you enter
a shop and you’re being spoken to in Chinese it’s sometimes frustrating when someone don’t understand you,
spending so much time in a queue to just get a retailer to attend to you becomes a problem therefore it’s very
convenient to shop online. If a consumer will shop online it depends on the attractive or easy access website
created (Davari, Iyer, & Rokonuzzaman, 2016). If your customer gets a good feeling about shopping from your
shop online it greats a good impression about you because the customer will surely advertise to her friends to
shop from you. Markers should therefore make their website flexible for consumer’s (Forsythe & Shi, 2003).
H2a: Chinese online consumers of apparel have greater amenity than Ghanaian online consumers.
H2b: Consumers’ amenity positively predicts their online consumption of apparel.
2.3 Felicity
Felicity can be explained as trying to make something satisfying in its own best interest (Venkatesh, 2000, p.
351). Felicity in apparel online shopping could be explained as how consumers get satisfied or enjoy the use of
the website to purchase products online. At some peoples leisure time they like to browse online to check the
latest goods this is termed as entertainment to some consumers. Due to this consumers have the full time to rely
analyze what they want to purchase, they have the whole time to evaluate and make their final decision before
purchasing therefore consumers risk are being limited. Researchers have made it known the felicity role in
intrinsic motivation to explain information system’s adoption (Davis, Bagozzi, & Warshaw, 1992; Elwalda, Lü,
& Ali, 2016; Rouibah, Lowry, & Hwang, 2016).
H3a: The Chinese consumer of apparel felicies more than Ghanaian consumers.
H3b: Consumers’ felicity positively predicts their online consumption of apparel.
H3c: The difference between Chinese consumer’s felicity and Ghanaian consumer’s felicity is largely due to the
moderating effect of poor internet access.
2.4 Perceived Risk
The most important factors that influence consumer purchasing decision making are security control and privacy
issues related to transactions in Global Network (Singh & Sirdeshmukh, 2000).
Fishbein’s model, identifies five items for online purchaser which is comes with risk: the intention of the
consumer attitude toward online shopping, levels of satisfaction, and the process of purchasing and
decision-making (Lilien et al., 1992). Internet security has been shown to be the major concern of most internet
surf that surfs as a hindrance to online transactions (Hassan, Kunz, Pearson, & Mohamed, 2006). This is exactly
the situation among the Ghanaian apparel consumer. A lot of risk has been shown when it comes to online
shopping (Jacoby & Kaplan, 1972) and these risk could be how money is being managed, how human mind and
feelings are seen, activity, social and physical by Roselius (1971) and protection risk by Ueltschy, Krampf, &
Yannopoulos (2004). However, the risk raises a restricting impact on purchasing apparel from online, it is very
relevant for website owners to use a software or have an indicating risk feature if this is done it will reduce the
perceived risk (Griffin & Viehland, 2010).
Generally, it is observed that “risk consumers who are not noticeable are more likely than risk-averse consumers
to consummate a buying transaction when faced with buying a product (or service) with uncertain outcomes or
possible loss” (Gupta, Su, & Walter, 2004).
H4a: Chinese online consumers are less at risk compared to Ghanaian online consumers of apparel.
H4b: Risk perception minimize the relationship between consumers’ motivators and decision to consume.
2.5 Thinking Patterns of Consumers: Holistic vs. Analytic
Analytic and holistic thoughts are two broad categories of individual’s cognitive differences (Peng & Nisbett,
1999; Nisbett, 1998; Nisbett et al., 2001). Holistic thinkers are people who take a very close look at the product
and also accepts the inscriptions written on them, they finally accepts the products based on what they see and
the inscriptions written whilst the analytic thinkers doesn’t really depend on the inscription written on the
product they like to read and know more about the product before they purchase them (John, 2004; Norenzayan
et al., 2002). Most researches have made it known that both concentrates on the products and its inscriptions but
holistic thinkers does it more as compared to analytic thinkers (Ji et al., 2000). The way a consumer thinks or
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access things affects what he or she purchase (Monga & John, 2007; Ahluwalia, 2008). When it comes to brand
description both holistic thinkers and analytic thinkers show the same attitude (Monga & John, 2010). Holistic
thinkers, on the contrary, relay on the description rather than the products (Choi, Nisbett, & Norenzayan, 1999),
when purchasing a product from the brands original shop it’s simple for the consumer to trust the shop because
they know the products are original (Monga & John, 2010). Additionally, holistic thinkers are found to illustrate
a stronger affection between things (Ji et al., 2000). This review assumes the style of thinking; analytic and
holistic, would predict consumers felicity, control, and amenity.
3. Empirical Analysis
3.1 Data Collection and Measures
Questionnaires were the main survey instrument used in the collection of the data. With the exception of the
demographic characteristics of the respondents, all other questions were measured using a five-point Likert scale,
ranging from “strongly disagree (1)” to “strongly agree (5).” The study provides an analysis of the empirical data
collected from the survey carried within the developed country (China) and the developing country (Ghana). A
quantitative survey was carried focusing on people within universities. In order to address each of the specific
objectives of the study, the analyses have been captured under different headings, background information of the
respondents in order to contextualize the study, the prevalence and patterns of online apparel consumption
among university, the third section analyses the facilitators or factors that predict online apparel purchases
among consumers. The subsequent sections describe consumers’ online experience between Ghana and China
and barriers to online apparel purchases.
3.2 Socio Demographic Characteristics
The study revealed that, the majority (54.5%) of the respondents were males, aged 20-35 years (55%), with
(50.0%) Chinese and Ghanaians appease. Also, majority of the respondents were Graduates (49.4%), access to
internet and use it every day (63.3%), and mostly use it for online networking (100%), online shopping (97.5%)
and e-mailing (71.0%). All respondents had ever participated in online transaction of apparel before with (67.5%)
accessed online market platforms not more than a year prior to the study (see Table 1). This implies that the
respondents has the characteristics that depicts them as online apparel consumers, thereby, could be confirmed as
credible respondents for the study.
4. Result and Discussion
4.1 Amenity Influences Consumer’s Online Experience in Apparel Shopping
The result shows that the overall mean of the items representing amenity is less than 3.0. This means that
respondents of both Chinese and Ghanaians do not generally agree that online amenity in terms of access and
easy use of online apparel vendor’s apps or sites, able to locate information on it and evaluate does not directly
influence their shopping experience. This finding validates the hypothesis that Chinese online consumers of
apparel does not have greater amenity than Ghanaian online consumers see Table 2
4.2 Thinking Patterns of Online Consumers Regarding Shopping of Apparel
Thinking patterns of consumer in terms of trust in online apparel vendors and loved for apparel being holistic or
analytic. It was examined whether online consumers believe that online apparel shopping platforms makes them
developed required trust to make re-purchase decisions. On a scale of 1 to 5 respondents were asked to describe
the extent to which they agree or disagree with the following statements regarding their thinking patterns of
shopping of apparel.
The result of the descriptive statistics is presented in Table 2 indicated that the overall mean of thinking pattern
of consumers is more than 3.0. This means that respondents do generally agree that their thinking pattern of
online apparel shopping influence their shopping experience.
4.3 Felicity Influences Consumer’s Online Experience in Apparel Shopping
The main purpose of online apparel shopping is to make shopping to consumers convenient, quicker and faster,
so that it becomes entertaining or enjoyable and attractive to consumers. From Table 2, it is observed that the
mean values of the various items of felicity are greater than 3.5, which means that respondents strongly agree
that felicity of online shopping of apparel significantly influences their purchase behavior, hence, shopping
experience.
This finding validates the hypothesis that Consumers’ felicities positively predict their online consumption of
apparel. Also, the overall mean of the items is greater than 3.5, meaning that respondents agree that online
apparel shopping provides some form of convenience and entertainment.
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4.4 Perceived Control of Online Consumers Regarding Online Apparel Shopping
It is observed that the mean values of the various items of control are greater than 3.5, which means that
respondents agree that they have control in online apparel shopping and thereby significantly influences their
purchase behavior and loyalty, hence, shopping experience. This validates the hypothesis that consumers’ ability
to have control positively predicts their online consumption of apparel.
4.5 Perceived Risk of Online Consumers Regarding Online Apparel Shopping
The perception of online consumers towards the credibility of online shopping has been debated in the literature
for quite some time now. While others believe that these online shops are credible and provide the needed
information about a product and service, others believe that most of them are scam and that they cannot be
trusted. This perception was examined empirically in this study and the result is presented in Table 1. The mean
values obtained indicate that respondents are not quite sure whether online luxury shops are credible or not. In
other words, respondents neither agree nor disagree that online apparel shopping are credible.
Table 1. Descriptive statistics regarding the factors influencing consumers’ experience
Variables N Mean Std.
Deviation
I found it difficult to learn how to use online sites/apps to do my shopping activities. 200 3.0161 1.30390
I find it easy to locate the information that I need in apparel retailer’s website/apps 200 2.6935 1.31745
I shop online more frequently because I find the apparel online sites/apps easier to use. 200 2.8266 1.29706
Having access to the apparel online market enables me to shop more often than previously. 200 2.7298 1.26122
I found it difficult to learn how to use l online apparel sites/apps to do my shopping activities. 200 2.2903 1.28065
I took a long time to learn to use the apparel online sites/apps to do my shopping activities. 200 2.5081 1.28065
Overall Mean 2.6774
I would use the apparel online sites/apps for my shopping activities in addition to traditional
methods of shopping if I trust a retailer’s website. 200 3.5605 1.16127
I would use the online apparel sites/apps for my shopping activities because I find online
shopping very useful. 200 3.5081 1.05704
I would use online apparel retailer’s website for my shopping activities because I find it easy to
use. 200 3.5185 1.16257
Overall, I like using the apparel online sites/apps for my shopping activities. 200 3.5188 1.16286
Overall Mean 3.5290
Online apparel shops are convenient ( time saving, no queues or crowds, easy to transact and
order) 200 3.8615 1.13127
Found more varieties and different brands on apparel online shops 200 3.8081 1.04704
I found better prices on online apparel shops and easy to compare their prices. 200 3.7185 1.14237
Online apparel shops provides me every quality detail information about luxury products. 200 3.8178 1.13286
Online apparel shops saves me from impulse / and pressure buying 200 3.8152 1.14056
Overall Mean 3.5890
I have adequate income to make online apparel purchase 200 3.8185 1.03938
I have ability to search and select or specified preferred customize (measurement, color, size,
shape) of online apparel. 200 3.3306 1.08893
I have access and ability to search and test/examine the authenticity of online apparel 200 3.5927 1.29756
Overall Mean 3.5806
Transactions of online apparel are not secured with privacy and confidential information. 200 3.3105 1.12946
I feel unsafe providing card/ mobile numbers/ banking details when making payments in online
environments. 200 3.1895 1.01026
Internet insecurity and poor technical support on websites/apps of apparel shops. 200 3.1895 1.01026
Overall Mean 3.1518
Scale (mean) 0 – 2.5 = low; 2.51 – 3.5 = Average and High=3.51 and above
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From Table 2, it was observed that there are statistical differences (p< 0.05) between the thinking pattern,
Felicity, perceived risk, control and amenities between Ghana and Chinese apparel consumer s experience. This
validates the hypothesis that Chinese online apparel consumers have greater thinking pattern, felicity and
perceived control than Ghanaian online apparel consumers. This concluded that the Chinese online apparel
consumers have a better online apparel shopping experience than that of the Ghanaian consumers.
Table 2. Results from ANOVA
Sum of Squares df Mean Square F Sig.
Amenity
Ghana 5.959 1 5.959 .651 .075
China 93.952 199 .472
Total 99.911 200
Thinking Pattern
Ghana .795 1 .795 3.221 .001
China 43.933 199 .220
Total 44.728 200
Felicity
Ghana 7.313 1 7.313 14.826 .000
China 87.798 199 .441
Total 95.111 200
Perceived control
Ghana 2.356 1 2.356 10.130 .002
China 41.394 199 .208
Total 43.750 200
Perceived risk
Ghana .670 1 .670 11.26 .0.01
China 184.058 199 .925
Total 184.728 200
From the correlation analysis displayed in Table 3, it can be observed that there is a positive relationship between
consumer’s felicity of online shopping and purchase behavior. (β=0.592, P≤0.05). This implies that if consumers
perceive online apparel shopping as providing felicity value, they are likely to purchase the apparel. This
validates the hypothesis that consumers’ felicities positively predict their online consumption of apparel.
Also, it can be observed from the result that there is a significant positive relationship between perceived risk of
online shopping and purchase intentions (β=0.621, P≤0.01). The implication of this result is that when online
consumers perceive that online apparel shops. This validates the hypothesis that risk perception moderates the
relationship between consumers’ motivators and decision to consume.
Again, it can be observed that there is a positive relationship between consumer’s perceived control of online
shopping and purchase behavior (β=0.623, P≤0.01). This implies that when online consumers perceive to
exercise control in online purchasing process, they are more likely to purchase its product/service. This validates
the hypothesis consumers’ ability to have control positively predicts their online apparel consumption.
Moreover, it can be deduced from the result that the thinking patterns of consumers about online shops is
positively related to purchase behavior (β=0.626, P≤0.01). This means that when consumers perceive online
luxury shops to be ease to use, access, and trustworthy, they more likely to purchase their apparel. This validates
the hypothesis that consumers’ amenity positively predicts their online apparel consumption.
Table 3. Pearson’s moment correlation analysis
Pbehavior Amenity Felicity P. Risk TPattern
Pbehavior
Pearson
Correlation
Sig. (2-tailed)
1
Amenity
Pearson
Correlation
Sig. (2-tailed)
.034
.593
1
Felicity
Pearson
Correlation
Sig. (2-tailed)
.592 **
.000
-.054
.394
1
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Perceived Risk
Pearson
Correlation
Sig. (2-tailed)
.621 **
.000
.095
.136
.394**
.000
1
Control
Pearson
Correlation
Sig. (2-tailed)
.623 **
.000
.009
.891
.391**
.000
.482**
.000 1
Thinking Patterns
Pearson
Correlation
Sig. (2-tailed)
.626 **
.000
.026
.851
.475**
.000
.524**
.000
.321**
1
.000
N 200 200 200 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
From Table 4, the model used in the analysis is given as Y = α + β1X1 + β2X2 + β3X3+ β4X4 + β5X5 + ε,
Where Y; is the dependent variable and X1, X2, X3 X4 and X5 are the independent variables. The description of the
variables is as follows
Y= Ghana and China X1= Amenity X2 = Felicity X3 = Control X4 = Perceived Risk and
X5 = Thinking Patterns, and βi are the coefficient of the variables, α = the intercept of the regression model. ε =
Error term
It can be observed from Table 4 that Felicity, control, perceived risk and thinking pattern of consumers about
online apparel shops or shopping significantly affect the purchase behavior of consumers, hence, consumer’s
loyalty and online experience. This is because the p-values associated with these variables are less than 0.01
(p≤.0.01). This result is also confirmed by the correlation analysis which shows a positive relationship between
the variables and purchase behavior.
Table 4. Result of regression analysis
Model Unstandardized Coefficients Standardized
Coefficients T Sig.(Pvalues)
B Std. Error Beta
1
(Constant) 0.099 0.201 0.494 0.622
Amenity 0.017 0.037 0.018 0.449 0.654
Felicity 0.304 0. 041 0.333 7.359 0.000
Control 0.340 0.049 0.327 6.869 0.000
Perceived Risk 0.341 0.048 0.335 7.084 0.000
Thinking Patterns 0.342 0.049 0.337 7.08 0.000
a. Dependent Variable: Pbehaviour
Table 5 provides a summary of the regression model. The most important value here is the r-square, which shows
the variations in the dependent variable that is explained by the independent variables. From Table 5, it is
observed that the Rsquare value is 0.609 or 60.3%. This means that 60.3% of purchase behavior is explained by
the Felicity; control, perceived risk and thinking pattern of consumers about online apparel shopping/Vendors.
Table 5. Model summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 0.781a 0.609 0.603 0.58792
A. Predictors: (Constant), Felicity, Control, Perceived Risk And T Pattern
Also, in Table 6, the F-statistics value of 2.75 indicates that the independent variables jointly and significantly
influence the purchase behavior of consumers which directly affects consumers’ loyalty, hence, their online
experience. This is in tandem with Liu et al. (2008) that Felicity (information quality, web site design,
merchandise attributes, transaction capability), Perceived risk (security/privacy, payment, delivery), and
customer service are the various factors that influence consumer’s satisfaction and thereby strongly predict
consumer s online shopping experience.
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Table 6. Predictive power of the model
Model Sum of Squares df Mean Square F Sig.
1
Regression 131.081 4 32.770 2.752 .000
b
Residual 83.994 196 0.433
Total 215.075 200
Dependent Variable: Pbehavior
Predictors: (Constant), Felicity, Control, Risk And Patterns
5. Conclusion
The extent to which the perception of online apparel 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 of
Ghana and compare with that of China. It was found out that there is high prevalent rate (97.5%) of online
apparel consumption among the Ghanaian youth and the Chinese youth. However, it was observed that the
prevalent rate of patronization online apparel was high among Chinese youth than the Ghanaian youth.
Again, convenience, internet usage proficiency and easy access to internet were identified as the main factors
that facilitate online apparel shopping among both Ghanaians and Chinese respondents. However, level of
income makes the difference in rate online apparel 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
apparel, likewise their Chinese counterparts.
Descriptive analysis and regression analysis were conducted to answer the research questions. The findings
revealed that respondents generally have a positive perception about online apparel shopping, but was slightly
higher among the Chinese than the Ghanaians. For instance, the respondents found online apparel shopping to be
felicity, controllable, credible, informative and entertaining. The study further revealed that perception of online
apparel consumers of both countries towards online apparel shopping significantly influences their purchase
behavior and online shopping experience. The implication of these findings is that online apparel vendors must
take steps to design their online apps that will attract and keep customers.
Acknowledgement
This work was supported by the Nature Science Foundation of Zhejiang Province (Grant NO. LQ18G020008)
School Basic Scientific Research Project (Grant NO. 2019Q140).
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