- Title
- Consumer online shopping behaviour in South Africa
- Creator
- Klassen, Cindy
- Subject
- Electronic commerce -- South Africa
- Subject
- Consumer behavior -- South Africa
- Subject
- Customer services -- South Africa
- Date Issued
- 2024-12
- Date
- 2024-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/70220
- Identifier
- vital:78330
- Description
- Online shopping is the ability to purchase goods or services online through the use of the Internet on various sites, either directly from suppliers or through third party sites. Adoption to Online Shopping has seen a steady increase over the last 20 years. Each year consumers seem to become more and more au fait with the concept. This is a trend that has grown in adoption globally and the South African consumer is no different. There are however reasons that influence faster adoption and retailers may also want to understand how important having physical stores still are as these have impacts on the bottom line and profits. Previous studies have investigated the history of online shopping. The reasons as to how and why it is becoming a growing trend as well as what categories consumers prefer to shop online. Other highly researched topics are the factors that inhibit online shopping and the benefits of online shopping. In this study, the focus is on the consumer and how they experience online shopping. This has been identified as the dependent factor. Factors that influence the online shopping experience and thus the independent factors have been identified as Advertising Communication, Trust, Instore Shopping Behaviour and Online Shopping Benefits. The study draws on elements of the Technology Acceptance Model to gain a better understanding on the acceptance of technologies’ influence on online shopping. A sample of 307 respondents completed the questionnaire for this study through convenience sampling. The questionnaire was distributed through business and study networks across South Africa including the Nelson Mandela University Business School. Through this distribution it is evident that most respondents live in urban areas across South Africa and have a postgraduate qualification, which may not be most representative of the South African population. A study needs to take place in future as this sample does not consider the lower income shopper’s experience of online shopping. The results of this study indicate that the independent factor of Online Shopping Benefits has a significantly positive relationship on the Online Shopping Experience which means for practitioners that are trying to grow online shopping, a strong emphasis must be placed on the benefits that consumers are drawn to by v online shopping. These benefits may differ based on the target audience thus it is important for business owners to understand the benefits specific to each target audience. Instore Shopping Behaviour had a negative relationship with Online Shopping Experience, illustrating that the online shopping experience may deter consumers who are attracted to the hedonic behaviours of instore shopping. Furthermore, there appears to be a growing level of trust amongst South African consumers who shop online which may be a reason that online shopping sales revenue continues to increase year on year. Managerial recommendations provide an opportunity for practitioners who want to grow online sales revenue practical solutions to implement.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2024
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (171 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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- Visitors: 12
- Downloads: 2
Collections
NMU Business School
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | KLASSEN, C (1).pdf | 2 MB | Adobe Acrobat PDF | View Details Download |