- Title
- Online consumers’ product purchasing behaviour, advertising and involvement in fashion consumption in South Africa
- Creator
- De Vos, Tania
- Subject
- Electronic commerce Retail trade -- South Africa -- Management
- Subject
- Purchasing Consumer behavior -- South Africa Clothing trade -- South Africa
- Date Issued
- 2017
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/46295
- Identifier
- vital:39544
- Description
- While store-based fashion retailing continues to be the prevailing channel for South Africans, the country’s consumers are increasingly engaging with products online. It should be noted that online fashion purchasing behaviour does not necessarily follow the traditional consumer behaviour of the brick-and-mortar retailing environment. Therefore, ecommerce organisations are required to investigate the determinants of customer online shopping engagement among their market segments. With an improved understanding of the consumer’s online purchase behaviour, pure-play fashion retailers can create useful and successful online shopping strategies to attract new and potential customers. Thus, the future market for this industry as well as factors influencing online behaviour must be investigated and improved upon. This research study aimed to present a general overview and analysis of how online fashion consumption can grow and be sustainable in South Africa. This was accomplished by identifying various key factors contributing toward online fashion consumption and purchasing behaviour, in creating an attractive online shopping environment, whilst generating more customers, building customer loyalty and increasing competitiveness. As in any retail business, customer satisfaction is the key component for online fashion success. The purpose of this study was to execute a novel assessment of online consumers’ product purchasing behaviour, as well as advertising and involvement in fashion consumption in the South African context. To achieve this purpose, an in-depth literature review and a positivistic research investigation were conducted. The selected method was the most appropriate approach to achieve the research objectives by answering the research questions as well as to test the proposed hypotheses in relation to The Perceived Success of Online Fashion Consumption (dependant variables). As mentioned, the study involved a deductive approach of the positivistic paradigm to identify online purchasing motivation and factors that can assist with indicating what the pure-play fashion interface needs to deliver to stay competitive and increase market presence. This research study is considerably valuable as data from 16087 respondents from the participating pure-play fashion retailer have been recorded and the results indicated that the proposed hypotheses were all supported, thus reporting a significant relationship and positive influence on the perceived success of online fashion consumption.
- Format
- xv, 239 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Tania de Vos_214317986_Final MBA Thesis Draft (002).pdf | 3 MB | Adobe Acrobat PDF | View Details Download |