Electronic Theses and Dissertations (Masters/MBA)

Permanent URI for this collectionhttps://hdl.handle.net/10539/37942

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Subject: search.filters.subject.Online shopping

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Now showing 1 - 9 of 9
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    To investigate the role of the 3R’s (review, rating and recommendation systems) in shaping overall online customer experience
    (University of the Witwatersrand, Johannesburg, 2024) Louw, Claudette; Budree, Adheesh
    This study aimed to explore the role of review, rating, and recommendation systems (3Rs) in shaping the overall online customer shopping experience within the South African Business-to-Consumer (B2C) online shopping landscape. The theoretical framework of the study was based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework and the Valence Framework, grounded in the context of the dynamic and evolving nature of e- commerce. The study aimed to understand the multifaceted dimensions of online customer experience, including social presence, habit formation, and performance expectancy. Data collection involved using a quantitative research method to survey individuals who considered themselves to regularly use online shopping channels in South Africa. An online questionnaire was distributed using a convenience sampling approach, which resulted in a sample size of 268 online shoppers. The key findings of the study indicated that review, rating, and recommendation systems do play a pivotal role in enhancing the online customer shopping experience. Specifically, these systems were identified as contributing factors in cultivating social presence, molding habit formation, and positively impacting performance expectancy. Holistically, these systems either as independent or combined capabilities, influence the online shopping experience of customers. This study highlighted that review, rating, and recommendation systems present opportunities for businesses to strategically enhance the online customer shopping experience. Businesses that concede to the influence of user- generated content on social presence, habit formation, and performance expectancy, can customize their strategies to meet the evolving expectations of online shoppers. The findings presented in the study could enable businesses, researchers, and policymakers to navigate the complexities of e-commerce and iii social commerce, ultimately enhancing the overall online customer shopping experience
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    Digital consumer behaviour and ecommerce trends since the Covid-19 pandemic
    (University of the Witwatersrand, Johannesburg, 2023) Ramugondo, Nozipho; Chalomba, Nakuze
    The advent of the Covid-19 pandemic resulted in many modifications to human behaviours. Most of these changes were visible in how people around the globe began to prioritise different things in their lives, including avoiding human contact. Given the unprecedented uncertainty that arose across most aspects of life, one of the biggest effects of the pandemic was on the global economy; businesses were forced to be agile and invest in digital transformation, while consumers had to adapt to that transformation. This study examines the shopping challenges faced by consumers during the pandemic, as well as the opportunities presented to retailers to employ new strategies to maintain their livelihoods and ultimately enhance user capability in internet shopping. The researcher thus aimed to investigate consumers’ attitudes towards digital adaptation and ecommerce trends during and post the pandemic. Consumers constantly change their attitudes towards shopping, with most changes being driven by technology and e-commerce digital enhancement. This study aimed to address the identified gaps regarding which factors influence consumers to shop online and utilise ecommerce shopping. A quantitative research methodology was used to answer the principal questions of the study, with data being collected through an online distributed survey to gather answers to the research questions. The findings of the study show that consumers spend more time shopping online now than they did prior to the pandemic.
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    Factors that influence the consumer behaviour and the increase of online shopping in the South African market
    (University of the Witwatersrand, Johannesburg, 2023) Tshabalala, Lilian Bertina; Rukudzo, Pamacheche
    South Africa’s e-commerce industry grew by 66% (more than R30 billion) in 2020, compared to 2019, significantly due to online shopping during the COVID-19 pandemic. This research explores the factors influencing growing intentions for online shopping in the South African market after hard lockdown restrictions were lifted. Drawing on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model and the Need for Cognition theory, the study investigates the extent to which online shopping intention is explained by perceived effort expectancy, online shopping performance expectancy, delivery value expectancy, customer dissatisfaction / dissonance and social influence. The constructs are aligned with the understanding that purchasing online requires less effort than traditional retail store visits and that delivery time, customer service social e-communities affect acceptance and usage of online shopping. Using the survey method, a self administered questionnaire on a Google form was designed to collect geo-biographical information and responses related to each construct of the study. Quantitative data was collected from 81 participants residing in Gauteng, KwaZulu Natal and Western Cape who engaged in online shopping. After the internal structure and reliability of the constructs were determined, multiple regression analysis was used to determine the relationships between the data was analysed using and structural equation modelling to determine the path relationships between online shopping intention and perceived effort expectancy, online shopping performance expectancy, delivery value expectancy, customer dissatisfaction / dissonance and social influence in SmartPLS v4. The findings show that delivery expectation has the strongest influence on online while effort expectancy and performance expectancy revealed moderate relationships with online shopping intention. As more retailers engage in ecommerce, findings imply that maximising the delivery component of online purchasing should improve online shopping behaviour. Inferring from the results, this study provides 7 insights for online retailers to prioritise their delivery times and cost to enhance online shopping intention. Additionally, optimising retailer websites calls for a strong digital presence to improve online customer experience with a long-term perspective that will better position retailers to compete in the e-commerce space. Researchers are encouraged to interrogate the lack of significance of customer dissonance and social influence in determining online shopping intention in future research
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    Factors influencing the adoption of Instagram as a social commerce channel by SA consumers.
    (University of the Witswatersrand, Johannesburg, 2023) Girdharilall, Michelle; Chalomba, Nakuze
    The increasing popularity of social media has led to the rise of social commerce in South Africa. Consumers are welcoming these new modes of shopping as they offer more convenience than traditional electronic commerce methods. This research will seek to identify the factors which influence consumers to use Instagram social commerce. These insights are key to small businesses to attract and retain consumers on Instagram. This research is composed of fifteen qualitative interviews with purposely selected participants who have had experience using Instagram social commerce. The effect of Experience Quality, Perceived Easiness, Social Influence and Privacy Concerns were explored on consumers' trust and use of Instagram social commerce. Trust theory, Trust theory for social commerce and the Theory of Planned Behavior were used as foundations for this research. The results revealed that Experience Quality, Perceived Easiness, Social Influence and Privacy Concerns affected consumers' trust in Instagram social commerce. This research allowed us to probe into the details around these factors and identify relevant recommendations for businesses to succeed with Instagram social commerce.
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    Antecedents of online shopping behaviour: the moderating role of gender in Gauteng
    (2022) Sikhalela, Khanyisa
    Online shopping is a growing phenomenon, and, with the COVID19 pandemic, it has been exacerbated. This study sought to assess the antecedents of online shopping behaviour and the moderating role of gender. Driven by the need to expand the knowledge of digital marketing and consumer behaviour, research on consumer behaviour and gender was imperative. This study was motivated by the lack of studies in the South African context that have investigated the online shopping antecedents and how the relationship between these antecedents and online shopping is influenced by gender. To achieve the aim of the study, this study utilised a selfadministered questionnaire to collect data from 200 online shoppers from Gauteng province, South Africa. Correlation and regression analyses were used to evaluate the objectives of the study. Thus, a causal-comparative research design was employed to investigate the effect of perceived benefit, online consumer attitude, perceived risk and trust on online shopping, and how gender influences these relationships. The study revealed that perceived benefit, trust, and online consumer attitude positively affect online shopping. Perceived risk was found to have a negative effect on online shopping. Further results revealed that gender influences the relationships between online shopping behaviour and its antecedents. The study concluded that gender matters regarding online shopping behaviours in Gauteng province. It was recommended that online businesses implement gender-sensitive marketing strategies to attract more online buyers. The results imply that online businesses should pay attention to the four antecedents of online shopping to increase their online sales. Building trust and reducing the perceived risks would enhance online business growth. This suggests that gender-specific or gender-sensitive marketing strategies should be implemented to increase online shopping.
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    Online grocery shopping in South Africa: underlying motivations and challenges
    (2022) Maja, Kelelo Mpanana
    While many countries imposed COVID-19-related restrictions, global online shopping adoption has recently improved, but not at the same rate as fashion and electronics. However, the disparity among the online segments is yet to be established. The study identified and examined factors influencing South African consumers’ intention to use online grocery shopping. A model was proposed to investigate and test hypotheses relating to effects of social influence (SI), word of mouth (WoM), brand intent, convenience, and order fulfilment constructs on customer purchase. Data was collected from 839 respondents via an online questionnaire. The Structural Equation Modelling (SEM) technique was used to evaluate the relationships between the constructs and customer purchase intention. Social influence, WoM, convenience, and order fulfilment significantly influenced customer purchase intentions, while brand intent showed an insignificant impact. Also, COVID-19 was found to significantly moderate the relationship between convenience and purchase intention, but Age and experience were insignificant.
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    Enabling capabilities and the performance of SME e-retailers in South Africa
    (2022) Maphanzela, Dineo
    The continuous evolution of the retailing industry, consumer behaviour and the advent of the Fourth Industrial Revolution have resulted in a shift towards electronic retailing (e-retailing). Although the South African e-retail sector is in its nascent phase, multiple retail Small and Micro Enterprises (SMEs) have embraced the digital economy through e-retailing. This research explores the fundamental capabilities required to enable SME e-retailers for the purposes of informing South African SME e-retailers, the State and current academic literature. SMEs steer economic development in South Africa, majority of the early-stage entrepreneurs in South Africa who operate SMEs are found within the wholesale and retail sector. These wholesale/retail SMEs provide employment and generally improve the livelihoods of South African citizens through their contributions. The high failure rate of SMEs is to the detriment of the South African economy and the livelihoods of its citizens. SMEs are said to fail because of funding and access to markets, e-retailing provides a cost-effective solution for these SMEs. This research aims to aid retail SMEs that have embraced or are embracing the digital economy by providing insights into e-retailing, ensuring their sustainability. The main research question that will be addressed: “What are the enabling capabilities that lead to a successful e-retail SME in South Africa?” Purpose and aim of the study: the aim of this study is to identify enabling capabilities that lead to SME e-retailing success. The purpose of this study is to assist retailers embarking on their e-retail journey by providing key insights on which capabilities are essential and those that could require additional resources allocated them to ensure their venture is a success. This study also aims to provide State policymakers with insights on areas which require additional support when developing policies and State interventions for SMEs, especially e-retail SMEs. This study utilised a post-positivism paradigm, and the research is quantitative. A cross-sectional methodological approach was deployed through a closed question survey, and the study collected primary data from e-retail SMEs within South Africa. The main findings that were deciphered from the study, a negative relationship is demonstrated between operational capabilities and the financial performance of SME e-retailers. Marketing capabilities and technological capabilities exhibited a positive relationship however the relationship was not significant. E-retailers should elect an e-marketplace approach to e-retailing instead of establishing an online storefront in silos because e-marketplaces provide significantly better financial rewards. Social commerce takes precedence in South Africas e-retail market due to the high level of mobile penetration in South Africa. The main inhibitors of growth for the e-retail market in South Africa are access to funding, infrastructure (financial technology and Information and Communications Technology -ICT-), lack of innovation, logistical issues (high delivery costs, geographical dispersion and many other issues) and the digital divide (caused by affordability, digital literacy and accessibility of ICT devices). The sustainability of an e-retail SME is dependent on consistently providing exceptional customer experiences. Therefore, to ensure consistency, e-retail SMEs should invest in capabilities that integrate well into their e-retail ecosystem. The South African government has to address issues related to e-retailing laws, taxation, infrastructure, funding and international trade to improve the South African e-retail ecosystem in order for e-retailing to become profitable in South Africa. E-retailing offers a solution that could alleviate many socio-economic issues through the employment opportunities it provides and its economic contributions. E-retailing could also mitigate the high failure rate of retail SMEs resulting in more significant economic development. This research provides practical solutions that will support South African SME e-retailers and aid in ensuring their sustainability.
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    Enabling capabilities and the performance of SME e-retailers in South Africa
    (2020) Maphanzela, Dineo
    The continuous evolution of the retailing industry, consumer behaviour and the advent of the Fourth Industrial Revolution have resulted in a shift towards electronic retailing (e-retailing). Although the South African e-retail sector is in its nascent phase, multiple retail Small and Micro Enterprises (SMEs) have embraced the digital economy through e-retailing. This research explores the fundamental capabilities required to enable SME e-retailers for the purposes of informing South African SME e-retailers, the State and current academic literature. SMEs steer economic development in South Africa, majority of the early-stage entrepreneurs in South Africa who operate SMEs are found within the wholesale and retail sector. These wholesale/retail SMEs provide employment and generally improve the livelihoods of South African citizens through their contributions. The high failure rate of SMEs is to the detriment of the South African economy and the livelihoods of its citizens. SMEs are said to fail because of funding and access to markets, e-retailing provides a cost-effective solution for these SMEs. This research aims to aid retail SMEs that have embraced or are embracing the digital economy by providing insights into e-retailing, ensuring their sustainability. The main research question that will be addressed: “What are the enabling capabilities that lead to a successful e-retail SME in South Africa?” Purpose and aim of the study: the aim of this study is to identify enabling capabilities that lead to SME e-retailing success. The purpose of this study is to assist retailers embarking on their e-retail journey by providing key insights on which capabilities are essential and those that could require additional resources allocated them to ensure their venture is a success. This study also aims to provide State policymakers with insights on areas which require additional support when developing policies and State interventions for SMEs, especially e-retail SMEs. This study utilised a post-positivism paradigm, and the research is quantitative. A cross-sectional methodological approach was deployed through a closed question survey, and the study collected primary data from e-retail SMEs within South Africa. The main findings that were deciphered from the study, a negative relationship is demonstrated between operational capabilities and the financial performance of SME e-retailers. Marketing capabilities and technological capabilities exhibited a positive relationship however the relationship was not significant. E-retailers should elect an e-marketplace approach to e-retailing instead of establishing an online storefront in silos because e-marketplaces provide significantly better financial rewards. Social commerce takes precedence in South Africas e-retail market due to the high level of mobile penetration in South Africa. The main inhibitors of growth for the e-retail market in South Africa are access to funding, infrastructure (financial technology and Information and Communications Technology -ICT-), lack of innovation, logistical issues (high delivery costs, geographical dispersion and many other issues) and the digital divide (caused by affordability, digital literacy and accessibility of ICT devices). The sustainability of an e-retail SME is dependent on consistently providing exceptional customer experiences. Therefore, to ensure consistency, e-retail SMEs should invest in capabilities that integrate well into their e-retail ecosystem. The South African government has to address issues related to e-retailing laws, taxation, infrastructure, funding and international trade to improve the South African e-retail ecosystem in order for e-retailing to become profitable in South Africa. E-retailing offers a solution that could alleviate many socio-economic issues through the employment opportunities it provides and its economic contributions. E-retailing could also mitigate the high failure rate of retail SMEs resulting in more significant economic development. This research provides practical solutions that will support South African SME e-retailers and aid in ensuring their sustainability.
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    Website features, lifestyle compatibility, online shopping attitudes and purchase intentions amongst South African consumers
    (2020) Cuna, Erica
    The rapid growth and adoption of the internet over the last two decades has led to the boom in online businesses, as well as to the internet being used as a way of communication and connectivity. The convenience and relative affordability of accessing the internet has created unprecedented opportunities for organisations to expand their offerings to a wider, global audience. The introduction of e-commerce has provided opportunity for many individuals and organisations to operate solely online. Online stores enjoy a lot of exposure amongst those people with access to the internet, while concurrently being exposed to many competitors too. Websites have evolved from complex coded networks that took weeks to create, to simplistic programs and templates that any individual can create in a matter of minutes. The relationship between websites, website design and online shopping, was examined in this research. The study looked at what were classified for the purposes of this study as systematic and behavioural factors associated with online shopping. The systematic factors are website system qualities and playfulness of the website, and behavioural factors are attitudes towards online shopping, lifestyle compatibility, order fulfilment and perceived usefulness of an e-commerce website. The study draws from the consumer behaviour framework, and focuses specifically on the influencing factors of website design on purchase intentions. It uses previous studies across developed and developing countries, which examined website features, customer satisfaction, and what motivates and influences consumers to purchase online. The methodology of the study employed a cross-sectional survey design, by means of a selfadministered questionnaire, distributed online. The questionnaire was adapted from previous studies, which dealt with online platforms. The results of the study prove that consumers in South Africa found the system quality of a website to be important, as well as playfulness, attitude towards shopping online, lifestyle compatibility, perceived usefulness and order fulfilment, all to be contributing factors affecting their online purchase intentions. However, playfulness in relation to perceived usefulness was not supported in the study, as well as lifestyle compatibility as a direct influencer of purchase intention. The study provides useful insights into the booming online shopping environments in South Africa specifically, regarding how the design and use of a website does in fact affect a consumers desire to purchase. It shows exactly which systematic and behavioural factors are important to consumers, and provides theoretical as well as practical recommendations to marketers and business owners on how to better prioritise their investment into websites, and how to improve their user journeys to encourage purchases.