Browsing by Author "Msibi, Fungile Phindile Gabisile"

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    The influence of user experience and trust on online shopping acceptance by South African consumers
    (2023) Msibi, Fungile Phindile Gabisile
    Over the years, developing countries like South Africa have seen a sharp rise in the acceptance of online shopping. The growth rate in e-commerce, like the e-commerce penetration rate are attributed to the increase in access to the internet and internet enabled devices that allow South Africans to engage with online retailers and take advantage of the benefits of online shopping. However, the ecommerce penetration in developing countries like South Africa is slower than that of developed countries like China, Germany and the United States of America. This stems from internet and telecommunications infrastructure limitations, lack of online shopping skill, negative online shopping user experiences, scepticism, distrust, and limitations in academic literature understanding the acceptance of online shopping in South Africa. Developed countries have embarked in research efforts in understanding how these barriers in online shopping acceptance can be fixed. Therefore, there was an opportunity for this to be done for a developing country like South Africa. This research report aimed to contribute to understanding the factors that affect the acceptance of online shopping by South Africans. Additionally, investigating the influence of user experience and trust on online shopping acceptance by South African consumers. These were the primary and secondary research objectives of this research report. The research study was underpinned by the Extended Unified Theory of Acceptance and Use of Technology (UTAUT-2), user experience and trust. It also employed the Structural Equation Modelling (SEM) to determine the relationships between the UTAUT-2 constructs, user experience, trust and behavioural intention (online shopping acceptance). The research study findings indicate that performance expectancy, effort expectancy and interaction of the online retailing platform’s user experience influence the acceptance of online shopping by South Africans. Furthermore, the outcomes also indicate that the sample population’s responses to measured factors were positive, indicating that there is a level of online shopping skill and positivity towards online shopping acceptance. However, some of the independent constructs were rejected and therefore excluded as factors that influence online shopping acceptance by South Africans. Specifically, facilitating conditions, social influence, price value, habit, hedonic motivation, trust and the presentation, content and functionality of online retailing platform’s user experience do not influence online shopping acceptance by South Africans. As part of the discussion, findings were compared and juxtaposed against literature that guided the literature review. Managerial suggestions were given with a thorough integration with the guiding literature, and practical managerial implications were proposed. The limitations of the current research study and suggestions for future research studies in developing countries like South Africa were also highlighted and proposed.