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ABSTRACT
Electronic commerce has the potential of improving the efficiency and productivity of any economy. Thus, increase the GDP (Gross Domestic Product) of many countries. However, there has been some doubt about the relevance ofe-commerce for developing countries. Currently, there are still a limited number of studies on e-commerce adoption by developing countries. This project is meant to identify factors that could influence proper implementation and adoption of ecommerce in developing countries, particularly Cameroon. Factors affecting the adoption of e-commerce and the condition of Cameroon in relation to e-commerce adoption were also discussed.
There have been dramatic improvements in access to telecommunications and Internet connectivity in LDCs over the decade. Promising new technologies, in particular, third generation cellular technologies, give hope in speeding up Internet access even further. Widespread installation of cellular networks, the launching of satellite services, and the proliferation of entrepreneur driven community telecentres indicate that, in the near future, even the most remote parts of the world will be able to have access to relatively low cost high bandwidth Internet services. In order to appreciate how LDCs can benefit from e-commerce, it is important to understand the different types of e-commerce and where the competitive advantages of LDCs lie. Case studies discussed in the paper, include Kaymu and jumia, show how enterprises are succeeding in operating profitable online businesses by serving the Cameroon and diaspora respectively. Other opportunities identified were in the teleservice industry where LDCs have low cost human resource advantages. The Internet allows quick and cost effective on and offline servicing from any location.
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Table of ContentsABSTRACT............................................................................................................................................... i
LIST OF TABLES...................................................................................................................................... iv
LIST OF FIGURES.....................................................................................................................................v
CHAPTER ONE........................................................................................................................................1
INTRODUCTION.....................................................................................................................................1
1.1 Background to Study.....................................................................................................................1
1.2 Problem Statement........................................................................................................................3
1.3 Objectives of the Study..................................................................................................................4
1.4 Research Question.........................................................................................................................4
1.5 Hypothesis......................................................................................................................................5
1.6 Scope of the Study/ Significance of the Study..............................................................................5
1.7 Limitation of the Study..................................................................................................................6
1.8 Definition of Key Terms.................................................................................................................7
CHAPTER TWO.....................................................................................................................................11
LITERATURE REVIEW............................................................................................................................11
2. Introduction...................................................................................................................................11
2.1 Conceptual Literature..................................................................................................................11
2.1.1 Electronic Commerce................................................................................................................11
2.2.2 Pre-conditions to E-commerce Adoption................................................................................14
2.3 Theoretical Framework...............................................................................................................15
2.3.1 Culture, Policy and Technology (CPT) Dimensions of Ecommerce........................................15
2.3.2 The Perceived E-Readiness Model (PERM).............................................................................16
2.3.3 Perceived Utility........................................................................................................................18
2.4 Empirical Literature :..................................................................................................................19
CHAPTER THREE...................................................................................................................................23
RESEARCH METHODOLOGY.................................................................................................................23
3.1 Introduction.................................................................................................................................23
3.2 Method of Data Collection...........................................................................................................23
3.2.1 Sources of Data..........................................................................................................................23
3.2.2. Instruments of data collection.................................................................................................23
3.3 Sampling Size and Sampling Technique.....................................................................................24
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3.3 Method of Data Analysis..............................................................................................................24
3.5 Limitations...................................................................................................................................25
CHAPTER FOUR....................................................................................................................................27
DATA ANALYSIS....................................................................................................................................27
4.1 Introduction.................................................................................................................................27
4.2 Data Presentation and Results Analysis.....................................................................................27
4.2.1 Demographics of Respondents................................................................................................27
4.2.2 Educational Background of Respondents................................................................................28
4.2.3 The Advantages of Using Ecommerce......................................................................................29
4.2.4 Challenges of Ecommerce in Cameroon..................................................................................31
4.2.5 The effect of ecommerce on the lives of its users...................................................................34
4.2.5 Hypothesis testing....................................................................................................................35
4.3 Interpretation of Findings.........................................................................................................37
CHAPTER FIVE......................................................................................................................................39
CONCLUSIONS, RECOMMENDATIONS AND LIMITATIONS...................................................................39
5.1 Conclusion.....................................................................................................................................39
5.2 Recommendations.........................................................................................................................41
References...........................................................................................................................................43
Appendices..........................................................................................................................................45
iii
LIST OF TABLES
Table 4.1. Educational level of respondents………………………………………….28
Table 4.2.advantages of ecommerce to users…………………………………………29
Table 4.3.the challenges of ecommerce…………………………………………………32
Table 4.4.effects of ecommerce on the lives of users and the economy……33
Table 4.5.Chi-square distribution………………………………………………..………..35
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LIST OF FIGURES
Figure 2.1 Perceived E-readiness model………………………………………………..17
Figure 2.2 The context of technological innovation………………………….…….20
Figure 4.1 Demographic distribution………………………………………….……..…..27
Figure 4.2 Distribution of respondents according to category…………...…..29
Figure 4.3 The trend of ecommerce in Cameroon………………………………….34
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CHAPTER ONE
INTRODUCTION
One of the most popular activities on the Web is shopping. It has
much allure in it — you can shop at your leisure, anytime, and in your
pajamas. Literally anyone can have their pages built to display their specific
goods and services.
1.1 Background to Study
History of ecommerce dates back to the invention of the very old
notion of "sell and buy", electricity, cables, computers, modems, and the
Internet. Ecommerce became possible in 1991 when the Internet was
opened to commercial use. Since that date thousands of businesses have
taken up residence at web sites.
At first, the term ecommerce meant the process of execution of
commercial transactions electronically with the help of the leading
technologies such as Electronic Data Interchange (EDI) and Electronic
Funds Transfer (EFT) which gave an opportunity for users to exchange
business information and do electronic transactions. The ability to use
these technologies appeared in the late 1970s and allowed business
companies and organizations to send commercial documentation
electronically.
Although the Internet began to advance in popularity among the
general public in 1994, it took approximately four years to develop the
security protocols (for example, HTTP) and DSL which allowed rapid access
and a persistent connection to the Internet. In 2000 a great number of
business companies in the United States and Western Europe represented
their services in the World Wide Web. At this time the meaning of the word
ecommerce was changed. People began to define the term ecommerce as 1
the process of purchasing of available goods and services over the Internet
using secure connections and electronic payment services. Although the
dot-com collapse in 2000 led to unfortunate results and many of
ecommerce companies disappeared, the "brick and mortar" retailers
recognized the advantages of electronic commerce and began to add such
capabilities to their web sites (e.g., after the online grocery store Webvan
came to ruin, two supermarket chains, Albertsons and Safeway, began to
use e-commerce to enable their customers to buy groceries online). By the
end of 2001, the largest form of ecommerce, Business-to-Business (B2B)
model, had around $700 billion in transactions.
According to all available data, ecommerce sales continued to grow in
the next few years and, by the end of 2007, ecommerce sales accounted for
3.4 percent of total sales.
Ecommerce has a great deal of advantages over "brick and mortar"
stores and mail order catalogs. Consumers can easily search through a
large database of products and services. They can see actual prices, build an
order over several days and email it as a "wish list" hoping that someone
will pay for their selected goods. Customers can compare prices with a click
of the mouse and buy the selected product at best prices.
Online vendors, in their turn, also get distinct advantages. The web
and its search engines provide a way to be found by customers without
expensive advertising campaign. Even small online shops can reach global
markets. Web technology also allows to track customer preferences and to
deliver individually-tailored marketing.
History of ecommerce is a history of a new, virtual world which is
evolving according to the customer advantage. It is a world which we are 2
all building together brick by brick, laying a secure foundation for the
future generations.
1.2 Problem Statement
The 21st century has witnessed dramatic transformation in the
financial sector as advances in IT have created new ways of handling
financial transactions through various e-commerce platforms. The
commerce world and Cameroon’s business sector in particular is being
digitized, such that any type of business (commercial) data is transferred
across the Internet. As a result, different types of businesses from
consumer based retail sites, through auction or music sites, to business
exchanges of goods and services are traded between individuals and
companies electronically. It is currently one of the most important aspects
of the Internet to emerge, as online business is absolutely convenient on
24-hour availability, with no barriers of time or distance and a generally
efficient customer service. E-commerce could operate in all four of the
major market segments in Cameroon: business-to-business (supplier
management, distribution management, and channel management.),
business to consumer (Online shopping), consumer to consumer (Auctions
sales) and consumer to business (requesting information through web
platforms).
Despite a rising number of players and new entrants in the market,
online shopping in Cameroon has not yet been embraced as much as it has
been in South Africa and Nigeria. According to 2013 World Bank data, only
6.4% of its 22 million population are internet users. Yet despite the
limitations e-commerce faces, the industry does hold strong potential. This
is due to Cameroon’s less developed formal retail sector (with 3
Nielsen estimating that 98% of shopping happens informally) and
consumers increasingly looking for unique and ‘trendy’ deals. As such this
research seeks to identify the challenges facing the ecommerce sector in
Cameroon at its infant stage and to suggest ways forward.
1.3 Objectives of the Study
The main objective of the study was to identify the challenges facing
the Ecommerce sector in Cameroon at its infant stage and to suggests ways
forward.
Specific Objectives
The specific aims of the study are:
1. To identify advantages associated with the use of electronic ecommerce
facilities.
2. To identify the challenges facing the E-commerce users and how to
address them.
3. To find out if ecommerce has an effect on the lives of users.
1.4 Research Question
Based on the above stated objectives, the following research questions are
asked:
1. What advantages do E-commerce users have over non-users?
2. What factors affect adoption of E-commerce in Cameroon?
3. Does electronic commerce have an effect on the lives of users?
4
1.5 Hypothesis
From the problem statement, objectives of the study and research
questions, the following hypothesis are formulated:
Null Hypothesis: electronic commerce does not have any effect on the lives
of consumers and sellers, and the economy as a whole.
Alternative Hypothesis: electronic commerce has an effect on the lives of
the consumers and sellers, and the economy as a whole.
1.6 Scope of the Study/ Significance of the Study
The study will be conducted at the kaymu branch office in Douala.
This branch is selected because of the fast development that is going on in
the town and the extensive use technological products, E-commerce
facilities or products and their close proximity to the researcher. The study
involved workers of Kaymu web designers, accounts officers and
customers who use the E-commerce facilities or products. The study lays
emphasis on prospects and challenges in the use of the E-commerce in
Cameroon.
Cameroon and Kaymu ecommerce store was chosen as the online
business to be studied for a variety of reasons, such as the availability of
long-term data on its activities, as well as the fact that it is the found in the
more than one economic region and highly recommended in the sector.
In Cameroon, the economic environment is similar to that of other
developing countries in Africa, which means that the results of the study
can be used to facilitate the adoption of e-commerce by customers or
increase its usage in these countries. Moreover, from all the studies
conducted in Africa with regard to the electronic ecommerce system, most
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have focused on the south or east of Africa (Emma, 2009; Gardache, 2010;
Rudi et al., 2001). In Central Africa, there has been very little research in
this field, and the research conducted in the region, especially in Cameroon.
As such a comprehensive study of this nature will open the Cameroon
community and government to the advantages of ecommerce which
include;
Faster buying/selling procedure, as well as easy to find products.
Buying/selling 24/7.
More reach to customers, there is no theoretical geographic
limitations.
Low operational costs and better quality of services.
No need of physical company set-ups.
Easy to start and manage a business.
Customers can easily select products from different providers
without moving around physically.
1.7 Limitation of the Study
Within the scope of the study, the problem of getting most
appropriate interviewees to answer the questionnaire willingly will be
envisaged. However, I will ensure that respondents give relevant
information concerning the study. Furthermore, some important official
documents that will allow me to carry out the study may not be released by
the owners of ecommerce stores since they are confidential. Therefore,
referencing some of the information from records will not be detail. Time
and resource constraints also limits the study.
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1.8 Definition of Key Terms
Ecommerce
At it's most simplistic level; e-commerce is simply the buying and
selling of goods, services or information via the World Wide Web, email or
other pathways on the Internet.
B2B (Business to Business)
The exchange of goods and services between business.
B2C (Business to Consumer)
The exchange of goods and services with the end consumer being the
target market.
Chargeback
Where a transaction is debited against a merchant account in cases of
refunds and fraud. Charge backs usually attract a fee that is debited against
the merchant.
Certificate Authority
A third party company that issues digital certificates that confirms a
company or individuals' identification. A digital certificate is a crucial part
of secure ecommerce
Cobranding
Where two companies identify a partnership between them through
one company displaying their logos, color schemes etc on another
companies application.
Cookies
Small text files stored on your computer when visiting a site that
record preference for that particular site's usage. Cookies are also common
7
in shopping cart applications in order to remember visitors as they move
throughout product pages.
CRM - Customer Relationship Management.
The entire process of a pre-sales, sales and service relationship with
a customer. Many software applications are now available that permit you
to record this relationship from the time the clients asks their first
question. Good CRM software is much more efficient than fragmented or
broken records as it can save time in tracking communications and
transactions with a particular person.
EDI (Electronic Data Interchange)
This is the business to business (b2b) flow of information between
companies or within a company itself. The 90's saw the concept of
information equaling power. Whatever creates power also generates
money and therefore creates new enterprises to supply this information.
Encryption
Process of transforming data into a type that prevents casual
observers from deciphering.
Echeck
An E-Check is a form of payment that deducts funds directly from
your own standard checking account. eCheck services are usually managed
by third party companies that interface with a number of different banks.
An echeck provides a more fraud resistant option in terms of ecommerce
transactions.
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Merchant account
A special account where money from credit card sales is first routed
to and held before transfer to your own business account. This process is
usually fully automated in ecommerce transactions. Money may be
transferred into your standard business account in real-time or during
various points in a 24 hour period. A merchant account is a crucial part of
ecommerce.
Merchant Identification Number (MIDS)
Unique merchant identification number that is used in conjunction
with all transactions.
Out of the box
Refers to an applications suitability to be rapidly integrated into an
existing system
Payment threshold
The minimum accumulated commission an affiliate must earn to
trigger payment from an affiliate program.
Privacy policy
A Web site's official statement on the type of information collected on
a site, how the information will be used, how the person can access this
data and the steps for having the data removed. A privacy statement will
also usually include information regarding systems that are in place to
protect the information of web site visitors.
Scalability
The ability and flexibility of an application to meet growth
requirements of an organization9
Secure servers
Special servers that utilize encryption to prevent unauthorized users
from intercepting and reading a message that passes through its system..
Shopping cart
Software that keeps track of items a visitor picks to buy from your
site until they proceed to the "checkout".
SLA (Service Level Agreement)
Used in many merchant/institution and merchant/consumer
transactions to define the boundaries of what the service is committed to
deliver and under what circumstances.
SOHO
Stands for Small Office/Home Office and refers to a specific group of
people who work from home or very small companies.
User session
Each visit to a web site by one person. The session is usually "ended"
when all pages have been closed or after a specific time of inactivity.
WYSIWYG
What You See Is What You Get. An application that displays how the
resulting page will look as it is being developed by the user in which the
screen displays what the end result will look like, while the document is
being created or modified.
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CHAPTER TWO
LITERATURE REVIEW
2. Introduction
Looking at the different problems associated with introduction of
ecommerce in Cameroon, and the objectives of the study, it will be relevant
enough to bring out some of the different theories and review of different
authors on leverage and profitability. The review will be presented as
follows.
2.1 Conceptual Literature
2.1.1 Electronic Commerce
The rapidly changing global information infrastructure (information,
include e-business. The transformation of an organization from an old-
fashioned company to a new, agile, electronic corporation technology and
computer networks such as the Internet and telecommunications systems)
has resulted in the development of electronic commerce at a global level.
These developments have created a new type of economy, commonly
referred to as the ‘digital economy’. This new economy is characterized by
rapidly changing technology, increasing knowledge intensity in all areas of
business, and the creation of virtual supply chains and new forms of
business and service delivery channels, which, among others is not easy
and requires a lot of innovative thinking, planning and investment (Shah &
Clarke, 2009).
At its core, e-commerce refers to the purchase and sale of goods
and/or services via electronic channels such as the Internet. E-commerce
was first introduced in the 1960s via an electronic data interchange (EDI)
on value-added networks (VANs). The medium grew with the increased
11
availability of Internet access and the advent of popular online sellers in the
1990s and early 2000s. Amazon began operating as a book-shipping
business in Jeff Bezos' garage in 1995. EBay, which enables consumers to
sell to each other online, introduced online auctions in 1995 and exploded
with the 1997 Beanie Babies frenzy.
Like any digital technology or consumer-based purchasing market, e-
commerce has evolved over the years. As mobile devices became more
popular, mobile commerce has become its own market. With the rise of
sites like Facebook and Pinterest, social media has become an important
driver of e-commerce. As of 2014, Facebook drove 85 percent of social
media-originating sales on e-commerce platform Shopify, according
to Paymill.
E-commerce has been defined as “sharing of business information,
maintaining business relationships, and conducting business transactions
by means of telecommunications networks” (Zwass, 1996). To
conceptualise e-commerce from Zwass’ definition and for this research, it
can be argued that depending on the type of technology involved and the
extent of integration into the business processes in the value chain, e-
commerce may constitute part of the business processes or the entire
processes. It may also embrace several forms of transactions (including
information exchange) between businesses (B2B), between customers
(C2C), between businesses and customers (B2C) and between government
and businesses (G2B) (Fearson& Philip, 1998).
As the nature of market operations and resource strengths differ, it is
likely that firms would take different paths in adopting and integrating e-
commerce in their business operations. Molla and Licker (2005a), in their
12
Perceived Readiness Model (PERM Model), present a hierarchical model of
the functional application of the Internet by firms to create business value.
The hierarchical phases of e-commerce adoption are: no e-commerce,
connected e-commerce, static e-commerce, interactive e-commerce,
transactive e-commerce, and integrated e-commerce (Molla& Licker,
2005a, pp. 881). The model has been subsequently used in other studies
(Dada, 2006; De’elak, 2006; Lai, Dahui, Wang & Hutchinson, 2006; Tan,
Tyler &Manica, 2007). The adoption phases enable the firms with the
following e-commerce capabilities:
With connected e-commerce, the intended e-commerce capability is
communication – using email alongside traditional ICT technologies, like
fax and telephone, to support information and transactional processes.
However, the reach of connected e-commerce is limited to the existing and
potential trading partners, suppliers and customers who know the firm’s
email address and others the firm decides to contact.
Static e-commerce builds on connected e-commerce and extends the
communication capability to an informational capability; where firms can
inform trading partners, customers and suppliers of their products and
services through its website. This may increase their marketing reach.
Interactive e-commerce creates an interactional capability, which
adds the capability of online interactions and queries between the firm and
its customers to the informational capability.
Transactive e-commerce creates a transactional capability which
goes beyond interactional capability to offer transactional services such as
an online purchasing capability for customers to purchase products, track
orders, and manage their account information.13
Integrated e-commerce creates a transformational capability, where
the firm’s website is integrated with suppliers, customers, and other back-
office systems allowing most business transactions and processes to be
conducted electronically.
As firms develop a higher level of e-commerce capability, they gain
the opportunity of becoming more visible, deepening their business
relationships and forming closer ties with trading partners and customers.
They increase the potential of achieving more strategic benefits which
impact on their organizational performance. However, the ability of firms,
especially in developing countries, to effectively take advantage of e-
commerce depends on the existence of requisite national level policy and
infrastructure (physical, institutional, financial and technological).
These pre-conditions tend to act as constraints to successful e-
commerce adoption and implementation (Molla & Licker,2005b; Sharma &
Gupta, 2003; Wresch, 2003). Hence, before touting the potential benefits of
e-commerce to firms in developing countries (DCs), it is pertinent to take
account of the effect of existing constraints. Can e-commerce be practiced
in contexts where these constraints seem to be pronounced?
2.2.2 Pre-conditions to E-commerce Adoption
With respect to the research objective, this kind of research tends not
be the first of its kind in a DC context. Extant research on e-commerce
adoption in DCs are fairly conceptualized with a number of Information
Systems (IS) theories, conceptual frameworks and models which dictate
the readiness of the institutional foundations, trade policies, and pressure
from competitors as among the multi-prong constraints which firms in DCs
have to either overcome or circumvent to adopt e-commerce and create
14
value from it (García-Murillo, 2004; Molla, Taylor & Licker, 2006). These
studies have been conducted at the national level (Palmer, 2000; Chen and
Ning, 2002), sector/industrial and firm-level (Cloete, Courtney & Fintz,
2002; Grandon & Pearson, 2004).
2.3 Theoretical Framework
The studies emphasize that there are complexities of factors which
make it challenging for researchers to conceptualize the pre-conditions of
e-commerce in DCs with one theoretical model or theory. Remedy to
comprehensive models has come from category based approaches that
make use of a prescribed set of factors based on previous studies to carry
out analysis (Bajaj & Leonard, 2004; Molla & Licker, 2005b; Okoli &
Mbarika, 2003).
2.3.1 Culture, Policy and Technology (CPT) Dimensions of Ecommerce
In promoting e-commerce readiness, Okoli and Mbarika (2003)
developed a framework to assess e-commerce in sub-Saharan Africa. The
study proposed a framework which draws us closer to the consideration of
cultural and political issues that influence e-commerce adoption, including
the preference of cash transactions over electronic payment systems and
the existence of corruption. Bajaj and Leonard (2004) followed up with a
similar study evaluating the culture, policy and technology (CPT)
dimensions of e-commerce challenges. The authors proposed that the
starting point for future research is to explore the inter-relationships
between these dimensions within the different types of e-commerce
transactions. Understanding these inter-relationships would help in
defining practical solutions for the challenges.
15
However, while the two frameworks bring into focus the external
issues that organizations have to contend with in e-commerce adoption,
they are quiet silent on the internal organizational pre-requisites. These
pre-requisites include technical knowledge, expertise, innovativeness and
strategic insight to adopt e-commerce.
2.3.2 The Perceived E-Readiness Model (PERM)
In respect to the CPT model, the Perceived E-Readiness Model
(PERM) Model by Molla and Licker (2005a) comes to rescue. The model
tends to embrace the managerial, internal and external contextual issues of
e-commerce adoption. It consists of two constructs – Perceived
Organizational E-Readiness (POER) and Perceived External E-Readiness
(PEER). POER consist of technological factors (organization’s perception,
comprehension of e-commerce and its potential benefits); managerial
factors (managerial commitment, strategic insight); and organizational
factors (organizational resources, business processes). PEER refers to
environmental imperative factors: the organization’s assessment and
evaluation of its external environment factors (Molla & Licker, 2005b, pp.
879).
Unlike the earlier discussed frameworks, the PERM model has been
subject to some scrutiny through empirical studies which lent it some
validity (Dada, 2006; De’elak, 2006; Lai et al., 2006; Tan et al., 2007; Lin,
Huang & Burn, 2007). These studies surmise that the human, business and
technological resources and awareness are the influencing factors at the
initial adoption of e-commerce; however, these factors become less
important as organizations seek to develop a higher level of e-commerce
capability. The environmental factors, managerial commitment and
16
strategic insight or governance model of organizations become more
pertinent in e-commerce institutionalization (Molla & Licker, 2005b).
These findings are also shared by previous studies by Kuan and Chau
(2001) and Grandon and Pearson (2004). The above perspectives -
technological, managerial, organizational and environmental - do
interrelate in facilitating or inhibiting e-commerce adoption within
organizations in DCs. The PERM Model is, perhaps the only model that
currently brings a comprehensive approach to evaluating and
understanding the multi-prong challenges of e-commerce adoption and
institutionalisation in DCs. However, the PERM model lacks specific
attention to cultural and policy variables.
Figure 2.1: Perceived Readiness Model (PERM)
Tan, Tayler and Manica (2007) analyzed E-commerce adoption by
businesses in China from internal, external and contextual perspectives.
They validated and tested the Perceived e-Readiness Model in China and
they gave credit to the PERM as it is more comprehensive than earlier
models, examines e-commerce institutionalization, and for its inclusion of
17
extensive external environmental and internal organizational issues.
Karanasios(2008) proposed an e-commerce framework for small tourism
enterprises in developing countries, the framework identified factors that
contribute to the e-readiness of a business into three contextual areas. The
first contextual area is the enabling Environment; which refers to an
assessment of ecommerce enablers such as supporting industries and
government readiness. The second contextual area is market readiness;
which refers to an assessment of the market environment. In regards to the
tourism industry, an investigation of the market environment is likely to
reveal the main ecommerce adoption drivers such as customer, competitor
and supplier/ partner readiness.
The third contextual area is organizational readiness; which refers to
an assessment of the business readiness to adopt e-commerce. It is here
that a business is likely to encounter many obstacles to ecommerce. With
regard to the purpose of this research, which is the e-commerce usage and
its impact on competitive advantage among Lebanese tourism SMEs,
therefore, the perceived e-commerce readiness model has been chosen for
this study in order to determine the factors collectively contribute to the e-
readiness of a business in SMTEs.
2.3.3 Perceived Utility
Many authors claim that consumers will only accept mobile
marketing if they perceive a benefit in receiving advertising messages on
their mobile phone [Kavassalis et al. 2003]. The information economical
model of communication provides a theoretical basis for this claim. The
model assumes the consumer as an active organism, who consciously
decides on which advertising stimuli he or she perceives. During this
decision process the consumer not only has to trade off the perception of 18
advertising against other activities, but also has to select from different
advertising sources. Time is the central restriction of this allocation
problem [Kaas 1990]. According to Kaas [1990], a consumer perceives the
advertising stimuli if its marginal utility exceeds the marginal utility that
results from using an additional time unit to engage in an alternative
activity. This implies that a consumer’s attitude toward mobile marketing
will be more positive the higher he perceives the utility of thismarketing
service.
2.4 Empirical Literature :
Nowadays, information technology (IT) is considered as an essential
tool in improving and enhancing the competitiveness of the economy of
developed and developing countries .The use of information technology on
large-scale has significant effects on the productivity of firms. Therefore, it
is necessary to understand the determinants of the IT adoption and to
reviewing the theoretical models in the literature that are related to the IT
adoption. A number of authors have written about the adoption of
technological innovation. For instance, Tornatzky and Fleischer (1990)
discussed technology innovation amongst businesses, while Iacovou et al.,
(1995) discussed electronic data interchange (EDI) adoption amongst
small businesses. More recently, Molla and Licker (2005) discussed e-
commerce adoption amongst businesses in developing countries. Each of
these studies identified adoption as drivers and inhibitors, and factors that
require consideration by businesses when making decisions about
adopting new technology.
Tornatzky and Fleischer (1990) proposed a TOE model, the theory
context consist of three elements: technological, organizational and
environmental context. These aspects explain of an enterprise's context 19
that influences the process adopting and implementing a technological
innovation. Technological context focused on a firm’s current and new
technology that could influence the firm’s ability to conduct E-business or
other technology implementation. Past technology, usage and computer
facilities owned by companies were some of the construct measurements.
Organizational context referred to descriptive measures of organizations
for instance internationalization scope, size of organization and managerial
beliefs. Environmental context focused on the environment of the business
or the industry’s external factors that might affect the firm’s for instance
legal protection and government’s regulation (Oliveira and Martins, 2011).
The TOE framework provided a useful analytical framework that can be
used for studying the adoption and assimilation of different types of IT
innovation. The TOE framework has a solid theoretical basis, being used
extensively as
theoretical foundations in studies on technology usage/ adoption/
implementation.
Figure: 2.2 The context of Technological Innovation
20
Several authors used the TOE framework to understand different IT
adoptions, such as: electronic data interchange (EDI); open systems; web
site; e-commerce; enterprise resource planning (ERP); business to
business (B2B) e-commerce; e-business; knowledge management systems
(Oliveira and Martins, 2008; Oliveira and Martins, 2009; Liu, 2008; Pan and
jag, 2008; Salwaniet al., 2009). In the context of businesses in
developing countries, Molla and Licker (2005) conducted a study to
examine e-commerce adoption amongst businesses. The study aimed to
identify environmental challenges and the limitations that are different to
those experienced in developed economies. The authors developed and
empirically tested an e-readiness model called the Perceived E-commerce
Readiness Model (PERM). The model considered some internal
organizational factors, known as perceived organizational e-Readiness
(POER), and external factors, identified as perceived external e-Readiness
(PEER), as important for e-commerce adoption. The authors
defined POER to comprise the following:
The organization’s perception, comprehension, and projection of e-
commerce and its potential benefits and risks.
The commitment of its managers.
Key organizational components, such as its resources, processes, and
business infrastructure.
Whilst PEER represents an organization’s assessment and evaluation of
relevant external environmental factors such as Government e-Readiness,
Market Forces e-Readiness and Support Industries e-Readiness.
The authors further claim that PERM can assist organizations in
developing countries to locate, measure and manage risks in e-commerce
21
adoption activities. As can be observed in Figure 2, the model identifies two
contextual areas (Perceived Organizational e- Readiness) and (Perceived
External e-Readiness) that consist of a number of subsequent factors.
PERM model has been used with several studies, for instance (Dada,
2006;Karanasios, 2008; Boateng et al., 2009).
22
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
This section looks at the methods through which the research will be
carried out therefore looking at the sources of data, research design
technique, methods of data collection tools and techniques to be used in
analyzing the field data for the study..
3.2 Method of Data Collection
3.2.1 Sources of Data
The study used data from both primary and secondary sources.
Primary sources of data included the questionnaire and interviews. The
items were subsequently edited and vigilantly selected bearing in mind the
research questions. A copy of the questionnaire is attached as Appendix 1.
The secondary sources of data constituted data gathered from world
wide web (www), literature on E-banking, bulletins, in-house newsletters,
books and journals, and unpublished theses.
3.2.2. Instruments of data collection
The following instruments were used to collect data for this study;
Questionnaires
Questionnaires were administered to workers of the Kaymu. Some
interpretations and explanations of these questions were carried out which
made the respondent understand the aim of the researcher’s study.
Interviews
Complementing the questionnaires were interviews that the
researcher had with the management and public relation officers. These 23
interviews proved useful in providing data that could hardly be found in
libraries around.
Reports
The reports of researchers were a useful source of data for this research
project.
3.3 Sampling Size and Sampling Technique
In this study, a cross sectional survey was employed and used on the
respondents including their details which guided the researcher in seeking
for further information about the prospects and challenges of e-commerce
in Cameroon in order to draw a meaningful conclusion.
It is also worth noting that a sample population of thirty was used to
administer the questionnaires which constituted ten employees of Kaymu
and twenty customers (users) to get information for analysis. All these
personnel were very cooperative in filling in the questionnaires.
3.3 Method of Data Analysis
The main analytical tool used in this research study is the descriptive
statistic method. This is a branch of statistics which studies statistical data
for the sake of making analysis. This was used to find answers to all
questions making up the objectives of this study.
Data collected whether secondary or primary was brought together
in a tabular form in order to enhance analysis. Tables were used where
appropriate to enhance understanding. In analyzing primary data, the
researcher will make use of percentages derived from the summary tables
24
in finding out differences that result from the fact that beliefs and behavior
differs.
Data collected was used to test the working hypothesis. Discussion
followed depending on the acceptance or rejection of the hypothesis.
Depending also on the data collected, the Chi Square Analysis was used to
test the hypothesis.
This method was used because the chi-square compares the
observed frequencies with those that will be expected by chance (the
expected frequencies) that is the chi-square also known as the ‘‘goodness of
fit’’ statistics also measures how well the observed distribution of data fits
with the distribution that is expected if the variables are independent. Also,
‘‘the goodness of fit’’ is used when there is some practical data and to know
how well a particular statistical distribution models that data. The chi-
square formula is given by;
Chi Square(X2) = ∑ (O−E )2
E
Where;
O = Observed frequencies
E = Expected frequencies
The Chi-square is used at a 5% and 1% level of significance using the
statistical table.
3.5 Limitations
Collection of data in Cameroon is very difficult. Problems such as the
swearing of an oath of secrecy in the institution, indifference on the part of
25
interviewees and respondents limited the objectives of the study. The
absence or inaccessibility of reliable records and reports on E-commerce
data for the past years and the inability to access their technical office due
to centralization of the ecommerce system.
Language was also a problem as most of the employees of Kaymu
have a francophone background as such interpreting and responding to the
questionnaires was a difficult task.
26
CHAPTER FOUR
DATA ANALYSIS
4.1 Introduction
This chapter presents the results and discussions of prospects
and challenges of electronic commerce in Cameroon – a case study of
Kaymu. In all sixty (60) questionnaires were administered to both
customers and employees of Kaymu Douala.
4.2 Data Presentation and Results Analysis
4.2.1 Demographics of Respondents
The study was carried out in Kaymu country office in Douala. The
number of people who took part in the survey were thirty of which
81.1% were males while 18.9% were females as shown on the pie chart
below.
Figure 4.1 Demographic Distribution
Source: field survey 2015
27
Female 81%
Male19%
4.2.2 Educational Background of Respondents
The educational levels of respondents who took part in the
survey vary. Table 4.1 shows respondent’s educational level distribution.
The results indicated that all respondents had some level of education
and know the essence of banking. There were no illiterates among
respondents which might be due to the fact illiterates prefer physical
presence in business transactions, to invisible transactions like in
ecommerce.
Table 4.1 Educational level of Respondents
Item Frequency Percentage
University graduate 34 56.7
Professional certificate 8 13.3
Polytechnic /HND 14 23.4
Vocational/technical 2 3.3
Secondary school 2 3.3
Total 60 100
Source: field survey 2015
The respondents were drawn from different categories. They
included sampled staffs of the Kaymu and sampled customers. However,
customers formed core (61%) of respondents (Figure 4.2). This enabled
the study to have diverse and in-depth information regarding E-banking.
28
Figure 4.2: Distribution of Respondents According to Category
IT Technicians and Staff customers0%
10%
20%
30%
40%
50%
60%
70%
Source: field survey 2015.
4.2.3 The Advantages of Using Ecommerce
This section of the data presentation looks at the advantages
available to the users of online commerce. To arrive at the answer to this
question, a set of four questions were asked that drew the respondent’s
attention to their use of ecommerce, how often they use it, and why they
prefer ecommerce to physical exchange on Kaymu.
The data is presented below as follows;
Table 4.2
Item Response Percentage
Yes % No %
Do you make use of ecommerce? 100 0Do you use ecommerce on a frequent bases? 70 30
Do you prefer ecommerce to physical transactions ?
60 40
Source: field research 2015
From the response rates presented in table 4.2, it is seen that in
response to questionnaire item 1, 60(100%) of the respondents accept that 29
they make use of ecommerce which lays emphasis on their ability to
provide subsistent information for the data collected to be relevant. With
respect to question 2, respondents were required to state if they use
ecommerce often or not and from their responses on the table, 42(70%) of
the respondents agree that they use ecommerce services more often while
the remaining 18(30%) do so less often as justified by the fact that their
transactions are not generated by them as they have to depend on other.
Finally it was observed in the last question that 36(60%) of the
respondents attest to the fact that they prefer ecommerce to physical
commerce transactions, which was justified by the advantages they enjoy
from ecommerce services such as increased productivity owed to the fact
that with e-commerce, the time required to create, transfer and process a
business transaction between trading partners is significantly reduced.
Furthermore, human errors and other problems like duplications of
records are largely eliminated with the reduction of data-entry and re-
entry in the process. This improvement in speed and accuracy, plus the
easier access to document and information, will result in increase in
productivity as suggested by Lawal Mohammed Ma’aruf & Khadija
Abdulkadir (2012).Furthermore, According to a 1999 report by Giga
information Group, conducting business online will save companies around
the world an estimated USD1.25 trillion by 2002. This compares to total
savings of USD 17.6 billion in 1998. The cost savings stem from efficient
communication, quicker turnaround time and closer access to markets.
30
4.2.4 Challenges of Ecommerce in Cameroon
This section aimed at getting the factors that affect the adoption of
ecommerce in Cameroon and LDC’s in general and to answer this a number
of questions were posed ranging from their assessing the trend of
ecommerce growth or adoption in Cameroon as being favorable or
unfavorable, the factors that contribute to the slow rate of advancement in
ecommerce in Cameroon.
Figure 4.3 The Trend of Ecommerce in Cameroon
favorable unfavorable
0%
10%
20%
30%
40%
50%
60%
As seen on the chart above, 60% of the participants accept the fact
that ecommerce has developed and is maintaining a steady rising trend in
the economy of Cameroon as opposed to 40%. This is justifiable as seen
from the fact that the economy of Cameroon is constantly being drifted
towards digitalization as it moves towards emergence in 2035 and also as
part of the UN MDG which are expected to be achieved by the end of 2015.
This is confirmed by the study of Shu-Chun Ho, Robert J. Kau man et al,ff
(2006). As they explained that, the productive capacity of societies and
standard of living of nations are primarily determined by the evolution of
31
technology, and the related information and knowledge are critical
components of economic growth.
The emergence of Internet-based business has radically transformed
the global economic and social landscape over the past decade. E-
commerce experienced a boom-and-bust business cycle in its transition
from the dotcom bubble in 2000 and 2001 back to an economy with more
modest expectations for technology-led value.
Table 4.3 Challenges of Ecommerce in Cameroon
Item Frequency Percentage Low penetration of bank cards 12 20The invasion of online markets by fraudsters
30 50
Lack of awareness and education 12 20Lack of formal address systems 6 10Source: field survey 2015
Based on statistics on table 4.3 above, majority of the respondents
32(53.3%) attribute the invasion of cyber space by fraudsters (scammers)
as a major challenge to users. Fraudsters who come to swindle genuine
buyers thus causing them to loose confidence in the system, the fear of
internet scams have also made many small retailers reluctant about selling
their products online. More so, the lack of awareness also proved to be the
second pressing factor contributing to the slow rate of adoption as seen by
a score of 12(20%) is the lack of awareness amongst business men and
women as to the advantages and even existence of such marketing options.
A general lack of computer literacy in the country, especially among sellers,
is another challenge. “Some have never heard of an online business before
or even touched a computer in their lives,” she added.
32
Another challenge is the lack of a formal address system. This had a
score of 6(10%) With cities such as Douala expanding so quickly, there is
the problem of finding locations for deliveries, as destinations often lack
street names and numbers. To combat this, Nkoth Bisseck explained that
customers often need to be more specific when explaining where they are
located.
“They have to tell you if they live in front of this or behind that, as their address can sometimes be very hard to find. It is not as straight forward as in other countries. So yes, this is one challenge we had to adapt to.”
And finally the Like most countries across the continent, Cameroon
has a low penetration of bank cards which limits the potential for online
purchases. for creation of internet markets has not fully been provided in
the company act of Cameroon as such it takes more days to create an online
business in Cameroon than it does with other businesses, this is shown by
the score of 12(20%) as compared to the other contributors.
Meanwhile, security, trust, cost of service, usefulness, accessibility,
age, gender, education and marital status all have significant influence on
customer attitude and hence the general adoption of e-commerce in the
country. Understanding the concept of e-commerce, its advantages and
challenges as well as the solutions to problems faced in carrying out
electronic transactions in Cameroon would encourage individuals, small
business operators, industries and even foreign investors to create a more
efficient business environment both for themselves and the country.
However, there are a number of challenges that e-commerce faces in
the market. One way Kaymu is combating this is by introducing a mobile
33
money payment option, which they officially launched last week through
their partnership with MTN.
4.2.5 The effect of ecommerce on the lives of its users
This section looks at the venture of ecommerce to see the opinion of
respondents opinion as to its impact on their lives just like any product in a
market economy like ours.
Table 4.4: Effects of ecommerce amongst Cameroon users
Item Yes (%) No (%)
Ecommerce has
impacted your lives
positively
70 30
Source: field survey 2015
From the details of on table 4.4 above, majority of the respondents
agree that ecommerce has a positive impact on their lives as seen from
their overwhelming score of 70% over 30% for opposition. This can be
attributed to the fact that e-commerce is still growing in Cameroon, but
there have been some success stories that show the country is ready for it.
According to the International Telecommunications Union reports in2013,
voice expenditure in the country has dropped from 73% of mobile budget
to 55%, while data has increased from 12% to 36%. At the beginning of
2014, voice stood at 53% and data at48%. SMS expenditure remains steady
at 20%. Older citizens (46-55) are clinging to former business methods and
are reluctant to accept new e-commerce trends.
E-commerce solutions should therefore be made to suit the youthful
populations more. According to Globex Cameroon, an e-commerce giant in
the country, there are more than 100 additional hard and soft skills that are 34
also expected from the next generation leaders. It is therefore vital for
business operators to have the right mindset and facts to consider when
creating an E-commerce solution for business, Ngangfen Divine Alangeh,
(2014).
4.2.5 Hypothesis testing
This is the procedure that enables us to make inferences after
analysis using a representative sample of the population from which the
sample was drawn. Based on the data analysis, we will be able to test
whether there exist a significant of ecommerce on the lives of Cameroonian
users.
For this study, the hypothesis is tested using the chi-square method
Chi-square (X2) =∑ (O-E) 2
E
Where; O= observed frequency
E= expected frequency of the users.
This implies that ecommerce also act as disincentive to hard work
because as seen in the tables above, fraudsters innovation making some
potential businessmen to be discouraged ceased to exist. Due to the above
mentioned factors and the results obtain from the chi-square test, one will
have all reasons to conclude that ecommerce has a significant impact on the
lives of its users.
35
H1; Ecommerce has no significant impact on lives of its users
Table 4.5: Showing the impact of ecommerce on the lives of its users
Observed
frequency (O)
Expected
frequency (E)
∑= (O-E) 2
E
1 100 51.1 46.79
2 70 51.1 6.99
3 60 51.1 1.55
4 60 51.1 1.55
5 70 51.1 6.99
6 20 51.1 18.93
7 50 51.1 0.02
8 20 51.1 18.93
9 10 51.1 33.06
460 134.81
EXPECTED FREQUENCY OF X= ∑X(X+Y)
∑(X+Y)
=900 (100) = 51.1
(460+440)
Degree of freedom (df) = (r-1) (c-1)
Where r= row
C =column
Therefore df=( 9-1) (2-1) = 8
Testing at 5 level of significance and 8 df X2= (0.05, 8) = 134.81
X2= 134.81
Degree of freedom Level of significance
36
χ2 Cut-off value
8 5%
X216.919
X2=134.81 Cut-off value=15.51
4.3 Interpretation of Findings
With the chi-square test, if the calculated X2 value is greater than the
tabulated X2 value, we reject the Null hypothesis (HO).Considering the data
above, the calculated chi- square value of X2 is smaller than that tabulated
(X2=0.05, 8).
Implying that, X2=(0.05, 8)=134.81>15.51
We reject the Null hypothesis and conclude that ecommerce has a no
significant impact on the lives of buyers and sellers and the economy as a
whole in Cameroon. Though relatively new in Cameroon unlike in other
African countries like Nigeria and Ghana, electronic banking has built up
over the last three years and has seen customers of commercial banks
increasingly becoming receptive. Banks offer varied options in internet
service, mobile telephone banking service and the electron card, including
the Carte Visa Electron Essentiel with a maximum withdrawal capacity of
250.000 FCFA (US$ 500.00) a day and 500.000 FCFA (US$1.000) a week.
Other card options offer better opportunities, such as the Carte De Retrait
Lion with a maximum withdrawal capacity of US$ 2000 (1.000.000FCFA)
per day. Cameroon’s leading commercial banking giant, BICEC, offers three
37
visa electron cards: BICEC Visa Electron, with a maximum withdrawal
capacity of 1.000.000 FCFA (US$ 2.000) a week, BICEC Classic with a
withdrawal capacity of 2.500.000 FCFA (US$ 5.000) in just one week and
BICEC Gold that provides the opportunity to withdraw up to 5.000.000
FCFA (US$ 10.000) per week, the ECOBANK Card etc. These cards permit
users to be able to withdraw funds at any location where a branch is found
as well as checking credit, making payments and other financial
transactions. There are some security issues encountered though the
PayPal system provides fraud protection for both business owners and
their customers. Carrying out business transactions electronically in
Cameroon provides numerous competitive advantages over former
methods.
When implemented properly, customized e-commerce software is
often faster, cheaper and more convenient than the traditional methods of
trading goods and services. However, the adoption and diffusion of e-
commerce is far from uniform, especially between the urban and rural
areas.
With successive generations of information technology in the country
(1G, 2G, 3G and 4G), all having significant roles in business processes,
keeping pace with emerging gadgets in today’s digitized market is a
daunting task for both producers and consumers. Some organizations often
use the excuse that they are too busy running old tasks rather than making
e-commerce a priority.
38
CHAPTER FIVE
CONCLUSIONS, RECOMMENDATIONS AND LIMITATIONS
5.1 Conclusion
The adoption of business-to-business e-commerce in developing
countries differs greatly from developed countries. Developing countries
often lack the necessary financial, legal, and physical infrastructures for the
development of e-commerce commerce. In addition, developing countries
often have different cultures and business philosophies, which limit the
applicability and transferability of the e-commerce models designed by
Western countries.
Internet usage in Cameroon is still relatively low compared to
developed countries and ecommerce is still in an elementary stage,
notwithstanding there is growing awareness in of the benefits and
opportunities offered by ecommerce amongst Cameroonians (Bamodu,
2010).
Ecommerce activity in Cameroon is steadily growing as a result of
vast improvements in telecommunication services. The
Telecommunications Industry has experienced exponential growth in the
last four years with about 9 million telephone lines connected to date
(Ndukwe, 2015). Alongside this growth, there has been an increase in the
number of private telephone operators offering fixed wireless service with
data transfer capabilities leading to an increasing number of people with
internet access at home in the major cities and in some rural areas.
Moreover, with the reduction in tariffs and further cuts expected,
telecommunications service will become more affordable and essential to
many Cameroonians. The recent advances in the telecoms market, and the
39
explosion in the number of subscribers, demonstrate the potential
market for information communication technology services generally in
Cameroon (Ndukwe, 2010). Given Cameroon’s sizable population and its
position in the central African sub region, it is a potentially lucrative
market for electronic commerce services. According to the Economist
Intelligence Unit (EIU, 2006), the stock of personal computers (PCs) per
1,000 personsgrew from 10.66 in 2004 to 11.09 in 2005.
E-commerce can be a very rewarding venture, but not overnight. The
findings of this research ties to that of a group of African Business Forum
staff and other financial experts in 2013 on Cameroon show that 28.6%of
SMEs is in the graduation state while 1.6% is in the expert state. Also, it is
stated that 55% of the SMEs in Cameroon complain of the internet
penetration rate, 72.1% complain of lack of ICT skills, 89.1% complain of
poor ICT infrastructure, 92.2% complain of no availability of credit cards,
84.5% accept they don’t know about the laws governing online financial
transaction and thus are not ready to risk their money online, 90.7%
complain of lack of delivery infrastructure for goods purchased online and
more than 98.4% complain of lack of delivery services in case they wish to
engage in business to business ecommerce transactions.
Despite the fact that the literature on internet banking is abundant with
studies carried out mostly in the country’s urban and sub-urban areas, the
concept is underrepresented in rural communities made up of farmers,
petty-traders and other small business operators. This findings give a
justifies the failed hypothesis of this study which that the impact of
ecommerce is yet to be felt positively amongst business men and economy
as a whole.
40
5.2 Recommendations
Taking the findings of this research as a backdrop, it is for this
reason, that the researcher proposes the following remedies to Kaymuin
particular and the ecommerce subsector in general for the betterment of
our economy and its competitiveness with the outside world in ensuring
that their consumers and sellers rip the benefits of e-commerce;
Massive sensitization should be done not on media but face to face
meaning the information should be taken to the towns and market places
where the people that matter spend a better part of their time, these teams
should have as focus on educating the sellers, helping them, coaching them
on a daily basis, calling them up about orders, and so on. It takes time, but it
has seen high profile sellers rising up from this treatment. For example,
there is the story of one woman who never had a computer or touched a
computer in her life, but has been steadily becoming the top seller on
Kaymu,” as the the country director, NkothBisseck highlighted.
Secondly as one of the major findings of this research that ties with
that of Mbarika (2002) and others have demonstrated, some of the barriers
preventing faster and wider adoption of Internet commerce in less
developed countries are the lack of reliable phone lines and the high cost of
using them. To illustrate, early in 2015, the entire city of customer base of a
major communication company in Buea — a regional capital in Cameroon
— lacked Internet connectivity for at least two days. The recent (and
continuing) explosion in mobile telephony may offer a solution —
especially when combined with the popularity of small ads that we have
documented. Although GSM mobile phones in common use do not offer
easy access to the Internet, there are other alternatives. ISPs with good
Web connectivity can offer commercial two–way SMS–to–Web bridges
enabling entrepreneurs with only a mobile phone to submit 41
advertisements via SMS and then receive responses also as messages on
their phones. We believe this can be done as a commercial service and is
technologically feasible.
42
References
1. African Business Forum Articles on e-commerce2. Aida O.M.; Assefa B. and Sizo M. “ E-commerce Challenges in Africa:
Issues, Constraints, Opportunities”.(2003)3. Aitken, I. (2003) “Value-driven I.T management: Commercializing the
IT function,”.4. Alev M.E.; Vincent F. Y. and William L. M. “E-commerce in Developing
Countries: Issues and Influences.” University of San Francisco. Press (2002)
5. Angehm, A. “Designing mature internet business strategies”: the ICDT model. European management Journal, vol. 15(4), pp.361 -369. (1997).
6. Ann, L.F. “The impact of Electronic Commerce on Business-Level Strategies”, Journal of Electronic Commerce Research, University of Nebraska – Omaha. Vol. 1, No. 1, pp. 13. (2000).
7. Buhrmann, A.. “E-bussiness in the year of the gap”. Bussiness Vol.2.0:pp. 48-59, (2002).
8. Burke (2002): Electronic Commerce Research and Applications.9. Business in Cameroon 2014 reports: www.businessincameroon.cm10. Concord, M.A.” Trends in Electronic Procurement and Electronic
Commerce and Their Impact on Small Business”, by Innovation & Information Consultants, Inc. (2004).
11. Driven-by-Growth-Emerging-Markets/101057512. http://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-
Hit-15-Trillion-This-Year-13. Imala, O.I. “Electronic Commerce and Telecommunications in Nigeria:
Bank regulator perspective.”14. Lavin, A. “Factors Affecting Ecommerce Adoption in Nigerian Banks.”
15. Mbarika, (2002); Idowu, et. al. (2002); and, see also Zachary’s (2004) discussion of Ghana as well as Uimonen (2001) for southeast Asian parallels.
16. THE EGEEK Online Resource: www.theegeek.com17. The Global Economy: www.theglobaleconomy.com18. The International Telecommunications Union 2012 and 2013 Reports:
www.itu.int
43
19. Udo, G.J. “Factors Affecting E-commerce Website Effectiveness”, The Journal of Computer Information Systems.
44
Appendices
Questionnaire
Dear sir/madam,
I am a student of the Catholic Univerisity institute of Buea currently conducting a study on
“the introduction of ecommerce in Cameroon”. Case of Kaymu Douala. You have been
chosen as a key respondent to assist in this study. Your kind contribution would be greatly
appreciated. This work is purely for academic purposes and your responses would not be
disclosed to any other person and would not be used for purposes other than this study.
Thanks
INSTRUCTIONS
Please place a tick on the answer of your choice in the box provided.
Demographic Characteristics
1. Sex of respondent: Male Female 2. Educational level of respondents
University graduate level [ ] Professional Certificate [ ] Polytechnic / HND [ ] Vocational / Technical [ ] Secondary school / SSS [ ] Middle school / JSS [ ] Informal [ ] Section Two: Advantages of ecommerce to users
Item Response
Yes No
3. Do you make use of ecommerce?
4. Do you use ecommerce on a frequent bases?
5. Do you prefer ecommerce to physical transactions ?
6. Ecommerce has a favorable trend since inception in Cameroon
45
Section three: challenges of ecommerce to Cameroonian users
Item Frequency 7. Low penetration of bank cards
8. The invasion of online markets by fraudsters
9. Lack of awareness and education
10. Lack of formal address systems
Section four: the effects of ecommerce on the lives of its users
Item Yes No
11. Ecommerce has impacted your lives positively
46
