The growing application of the Internet technology continues to influence many dimensions of contemporary business practices. Attitudinal dynamics constitutes one of the instrumental applications of this piece of technological innovation of online transactions. In spite of the claimed benefits of ecommerce elsewhere, there are yet several challenges born out of unpredictable customer attitudes that continue to challenge the meaningful exploitation of this novel market experience. This study applies both qualitative and quantitative research techniques with compressed view of attitude theory as a lens to make sense of the behavioural dimensions that impinge the practice of ecommerce in developing countries. The study reveals the inherent risks connected with online trading practices and the likelihood of undermining the enduring prospects of online commercial activities, especially in the developing world has a functional bearing on attitudinal orientation.
Boateng, Kofi A. and Bulley, Enoch, "Consumer Attitudes and the Challenging Prospects of Ecommerce: The Ghanaian Experience" (2015). CONF-IRM 2015 Proceedings. 10.