Brand Equity, Website Quality and  M-Commerce Adoption: An Extended Tam Study in the Apparel Industry

Frank Akasreku; Kobby Mensah; Fortune Edem Amenuvor; Stephen A. Adingo; Atsu Nkukpornu

doi:10.9734/cjast/2023/v42i264188

Research Article Open access CC BY 4.0

Brand Equity, Website Quality and M-Commerce Adoption: An Extended Tam Study in the Apparel Industry

Frank Akasreku, Kobby Mensah, Fortune Edem Amenuvor, Stephen A. Adingo, Atsu Nkukpornu

Current Journal of Applied Science and Technology · pp. 17–37 · Published 22 Aug 2023

10.9734/cjast/2023/v42i264188

Abstract

The present study draws on the extended Technology Acceptance Model to empirically examine the effects of website quality and brand equity on consumers' perceptions and behavioural intentions on utilizing apparel m-commerce. Data is collected from 421 Ghanaian customers and analyzed using the structural equation modeling technique. The study finds that website quality and brand equity are germane to consumers' perceptions of the usefulness and ease of use of websites, which in turn influence their attitudes and behavioural intentions to adopt apparel m-commerce. The study also discovers that Covid-19 moderates the relationship between perceived usefulness and customers' behavioural intention to use apparel m-commerce. The study provides managerial and theoretical insights into understanding TAM2, brand equity, website quality, and consumers' propensity to shop for apparels on mobile platforms.

Brand equity perceived usefulness perceived ease of use m-commerce website quality

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Frank Akasreku, Kobby Mensah, Fortune Edem Amenuvor, Stephen A. Adingo, Atsu Nkukpornu (2023). Brand Equity, Website Quality and M-Commerce Adoption: An Extended Tam Study in the Apparel Industry. Current Journal of Applied Science and Technology , 17–37. https://doi.org/10.9734/cjast/2023/v42i264188

Affiliations

Frank Akasreku — Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana.
Kobby Mensah — Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana.
Fortune Edem Amenuvor — Department of Business Administration, Keimyung University, Daegu, South Korea.
Stephen A. Adingo — Department of Computer Science & Department of Distance Education, University of Ghana, Legon, Ghana.
Atsu Nkukpornu — Department of Entrepreneurship and Agribusiness, Cape Coast Technical University, Cape Coast, Ghana.

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