Impact of Mobile Commerce on Patronage in Ghanaian Indigenous Startups

Journal Title
Journal ISSN
Volume Title
Ashesi University
In this present age, m-Commerce is an important technology that many countries adopt because of its vast advantages such as improved profitability, increased number of customers, and increased patronage. Therefore, seeing that the technology is a game changer in different parts of the world, Ghanaian businesses must not be left out in partaking in a resource that is likely to move them to the next level. This paper examines the research questions: What is the impact of m-commerce on sales revenue among Ghanaian indigenous startups? and What are the decision processes that founders can consider before investing in m-Commerce? In answering these questions, the businesses that are likely to adopt the m-Commerce technology are informed on the extent to which m-Commerce positively impacts the sales process to decide whether it is better to replace, maintain, or adopt a hybrid channel. The study employed the use of a mixed research methodology. The quantitative research method measured and quantified the impact of m-Commerce on the startups. In contrast, the qualitative helped derive a naturalistic interpretation of the impact of m-Commerce on startups. This study also used the Technology Acceptance Model (TAM) and the thematic analysis for the qualitative, which assesses how users come to accept and use technology. The study and its analysis show that m-Commerce positively impacts patronage. The study also recommends that policymakers adopt m-Commerce technologies in conjunction with their existing business models because it is advantageous to patronage.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2022
Abankwa, N. O. (2022). Impact of Mobile Commerce on Patronage in Ghanaian Indigenous Startups. Ashesi University.