- Title
- Gender differences and online shopping decisions of consumers in South Africa
- Creator
- Mqulo, Thandokazi
- Subject
- Electronic commerce Consumer behavior
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MCom (Business Management)
- Identifier
- http://hdl.handle.net/10353/16952
- Identifier
- vital:40788
- Description
- Online shopping has emerged as one of the most convenient ways of shopping in both emerging and advanced economies. In South Africa, it has received much attention due to its unique way of satisfying both the rural and urban populations. Online shopping is growing and carries great potential of contributing to a country and/or local areas’ economy and development. The primary aim of the study was to analyse the differences of online shopping between males and females in South Africa. The main objective of this study is to determine if there are significant differences between male and female online shoppers in South Africa. The study is motivated by the literature gap that exists on the online shopping discourse, in that there are few published studies on the online shopping differences between males and females in South Africa. Therefore, there is a lack of information on the importance of online shopping activities on promoting convenience for shoppers in these busy times that people live in. A quantitative approach was used to analyse the data that were collected using a questionnaire. Data was collected from a sample of 377 people who are online shoppers in the Eastern Cape, South Africa. Simple random sampling was utilised for this study. The results showed that there is a significant difference between males and females online shopping patterns as determined by specific variables mentioned in this study. Their study had findings on research hypothesis of attitude towards online shopping, the difference in the usefulness of media on online websites, perceived ease of use of online websites, intrinsic enjoyment, perceived risk and trust towards online shopping. The implications of this study unpack and provides discussion on empirical evidence drawn from the study’s statistical results. The implications are presented in a way which explains how the results of this study affect theoretical dimensions of the studied phenomenon, online shoppers and the retail industry. There is a need for more research in this environment and this research study will stimulate further studies in the online shopping environment. Future research may focus on the development of a customer satisfaction scale that uses service quality items in the retail industry, to gather data about what satisfies customers in the retail context.
- Format
- 155 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- University of Fort Hare
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UFH Department of Business Management
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | MQULO T 200909403 MCOM BUS MNGT.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |