*Electronic Theses and Dissertations (Masters)

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    Website characteristics that influence consumers’ online purchase intention within the fast-food industry
    (2022) Pillay, Gabrielle
    The fundamental goal and purpose of this study is to examine the website characteristics that influence consumers’ online purchase intention within the fast food industry. While reviewing prior literature, it was indicated that investigations around website characteristics focused mainly on the banking sector and commercial industries. This study contributes to literature by focusing on the fast food industry. This study examined the following website characteristics: perceived ease of use, perceived usefulness, trust, security, visual and audio elements, interaction and involvement, time-saving orientation, website quality, relative advantage, and service factors. The results indicated that (a) perceived ease of use, perceived usefulness, security, time-saving orientation, and relative advantage had a positive relationship with online purchase intention; (b) interaction and involvement, website quality, and service factors had a significant relationship with online purchase intention within the fast food industry. This study has applied a quantitative approach to investigate the website characteristics that influence consumers’ online purchase intention of fast food. The study used a 5-point Likert Scale adapting questions from previous literature. The researcher collected a total of 204 responses, however, only 202 responses were viable. These responses were collected through an online survey due to COVID-19. This current academic study intended to develop and contribute to literature regarding the website characteristics that influence online purchase intention of fast food as well as extend the applicability of the Technology Acceptance Model and Theory of Flow to the fast food industry. This study also intended to inform and assist marketing managers within the fast-food industry by providing them with research and evidence regarding the website characteristics which motivate consumers’ online purchase intention of fast food.
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    Determinants of mobile commerce adoption by consumers in South Africa: a UTAUT2 and TPB Perspective
    (2022) Ndebele, Nomusah
    The proliferation of mobile device use, greatly influenced by high internet permeation, has strongly encouraged mobile commerce adoption in developed nations. However, the lag in mobile commerce adoption in developing nations is deeply concerning; extant literature has shown that most African nations are yet to adopt or fully utilise the trillion-dollar mobile commerce market. The purpose of the study was to investigate the factors influencing m-commerce adoption in South Africa. Previous studies on m-commerce adoption, in an African context, appear to be scant. The novelty of this research is that mobile commerce adoption is studied from a South African consumer perspective using constructs that measure behavioural intention. Open-ended questions were also used to obtain additional factors from consumers. A conceptual model made of UTAUT2 and TPB constructs, and two additional constructs (i.e. perceived financial resources and institution-based trust) was used to investigate adoption. Twelve hypothesis statements from the model’s constructs were proposed, under a positivist research paradigm. An online survey was used to obtain data from 358 people (random sample) living in South Africa. The data was analysed using the IBM SPSS. The number of people who are using or have used the technology was used to determine adoption. The conceptual model and hypotheses were evaluated using multiple regression and correlation analysis, respectively. Performance expectancy, hedonic motivation, facilitating conditions, perceived behavioural control, attitude towards behaviour and perceived financial resources were shown to positively and significantly influence m-commerce adoption. Additional factors (e.g. delivery to remote areas, reliable shipping, shopping convenience, data and device access, product variety and product availability) influencing m-commerce adoption in South Africa were also identified from the qualitative data analysis. Perceived risk was identified as a barrier to adoption. This study contributes to theory and practice by identifying the UTAUT2 and TPB factors that significantly influence m-commerce adoption in a South African context. In addition, additional factors that influence m-commerce adoption, as well as mcommerce marketplaces in South Africa, were identified.
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    User resistance to the access review component of sailpoint identityiq by managers: a South African bank case study
    (2022) Mudzunga, Hangani
    The purpose of this study was to examine and explain why bank managers resist using the access review component of SailPoint IdentityIQ and explain the factors that influence bank managers to resist the access review component of SailPoint IdentityIQ. Moreover, the study also explained the managers’ resistance behaviour. The study adopted an interpretive paradigm and followed an inductive approach. Withing the broader scope of interpretive paradigm, the study adopted an explanatory research design. The case study strategy was employed by the study. Furthermore, the study employed a qualitative research method because its aim was not to generalise the research findings. The time horizon for the study was cross-sectional, and the sources of the data for the study was the primary data source. This study's primary data collection method was interviews. Thematic analysis process was followed to analyse the data collected for the study. The case study site was one of the South African banks, referred to in this study as ABC Bank. The research findings suggest that some bank managers at ABC bank do not perform access reviews mainly when their initial condition(s) and object(s) of resistance interact, they perceive something that leads them to behave in a resistant manner. Their perceptions are mostly on 1) whether they think they are doing something wrong, 2) ease of use, 3) consequences, 4) and value. These perceptions are developed by managers due to various factors such as fear of error, lack of perceived ease of use, lack of perceived consequences, and lack of perceived value. The study contributed theoretically by following a different research methodology to explain user resistance in a different setting from that used previously in Lapointe and Rivard (2005) and Selander and Henfridsson (2012). The study followed a crosssectional time horizon instead of a longitudinal time horizon, and it did so in a certain bank in South African. The study also tested the applicability of the Lapointe & Rivard (2005) framework in a South African bank following a qualitative methodology and cross-sectional time horizon. The study modified the Lapointe & Rivard (2005) framework to follow a qualitative methodology and cross-sectional time horizon to help answer the primary research question. The adaption of the framework proved to be helpful for the study. The study also contributed to the user resistance, identity governance and administration body of knowledge in the information systems research because there is limited academic literature on subjects relating to the enterprise identity governance and administration systems. Practically, the study contributes by providing some explanation on why some managers resist using the access review component of SailPoint IdentityIQ. The study also contributes by providing factors that influence managers not to perform access reviews on SailPoint IIQ. However, the author advises practitioners to generalise the findings of this study with caution. Moreover, the description reveals to practitioners that user resistance must be managed carefully by understanding the context as there is no 'silver bullet' strategy to mitigate user resistance.
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    A framework for South African university students' online learning: social presence, digital skills and competencies
    (2022) Lubisi, Ntombizethu
    Over the years, institutions of higher learning across the world have embraced the use of digital technology to facilitate learning. University students require digital skills and digital competencies to take full advantage of online learning. Additionally, one of the most important factors of students’ learning experience in an online environment is the sense of belonging. Students engaging in online learning geographically separated from their instructors and peers often feel isolated. The purpose of the study was to explore digital skills, digital competencies and social presence necessary for an effective South African university online learning. The study used the General Technology Competency and Use (GTCU) framework and the Social Presence Theory as a lens to explore the digital skills, digital competencies and social presence necessary for South African university online learning. A case study approach was used to study in-house first-year students in a South African university learning online. A mixed method research was selected due to its fitness to answer the proposed research questions. The data was collected via an online questionnaire and the semi-structured interviews at the University of the Witwatersrand in South Africa, Johannesburg. Quantitative data was analysed using descriptive statistics and the qualitative data was analysed using thematic analysis. Findings from the study indicated that the social-economic background does play an important role in in-house students learning online. The interaction was a challenge, participants felt isolated from their instructors which impacted their online learning experience. They did not feel a sense of belonging to their courses. The study will contribute to policies such as the South African National Development Plan (NDP) 2030 with the focus on lifelong learning, the United Nations (UN) Sustainable Development Goal 2030 goal 4. It will also contribute to the university learning and teaching policies where online learning is concerned as well as assist University improve their online learning offering. Our study links to information systems and online learning at universities.
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    Performance of the Johannesburg Stock Exchange as a growth catalyst of small medium enterprises
    (2023) Maluleka, Julia
    Small and medium-sized enterprises (SMEs) seek equity financing through stock exchanges to fund future growth opportunities, acquisitions, existing projects, and investment opportunities. The Johannesburg Stock Exchange (JSE) and Alternative exchange (AltX) provide a platform for SMEs to list and raise capital. In this paper, we investigate the impact that the AltX and JSE has on the growth, operating performance, and market performance of listed SMEs. The panel regression model is used to investigate this relationship. We used revenue growth as a proxy for growth, earnings per share (EPS) as a proxy for operating performance and share price as a proxy for market performance. Our independent variables were small businesses characteristics (age, size, leverage, dual listing, and industry) and stock market indicators (market liquidity, stock market capitalisation, volume, capital raised, and IPO ratio). GDP growth was included as a control variable. The panel data used in this study were collected from 2007 to 2020, and the estimation sample consists of 34 companies listed on AltX and 49 companies listed on the JSE mainboard. The empirical findings show that leverage, market liquidity and the industrials industry have an impact on the revenue growth of listed SMEs. The results of the impact of listing on the operating performance of listed small businesses using EPS as a proxy show that company age, size, dual listing, capital raised, and industries such as industrials, technology, consumer services, and healthcare influence the EPS of small businesses listed on the JSE and AltX. Our findings on SMEs market performance indicate that company size, age, leverage, dual listing, IPO ratio and industries such as consumer services, financials, industrials, technology, and telecommunications all have a significant impact on the share price of listed SMEs. We also found that the JSE and AltX have a differential impact on listed small businesses.
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    Antecedents and consequences of consumer ethnocentrism in an emerging market: uncovering implicit attitudes using the implicit association test
    (2022) Till, Darren Stewart
    With an increase in globalization, and a simultaneous decline in industry growth, South African brand managers in the fast-moving consumer goods (FMCG) sector need to consider appropriate marketing strategies to remain competitive against the ever-encroaching multinational conglomerates. Fortunately, international marketing may have a solution in the form of consumer ethnocentrism – a socio-psychological trait that manifests as a general preference for local products, as opposed to those imported. Despite a distinct dearth of research in Africa, the predominant consensus within the field is that consumer ethnocentric tendencies (CET) are linked to a nation’s economic prosperity, and that consumers in developing countries generally prefer foreign products. However, research has begun to emerge which brings the validity of such an assumption into question. It is on this premise that the current research enquiry attempts to address the inconsistencies of the extant body of research, which has primarily operationalized traditional market research techniques that are fraught with response biases and other methodological shortfalls. Thus, by employing a combination of implicit (non-direct) and explicit (self-report) survey techniques this study attempts to uncover consumers’ true, nonconscious attitudes towards domestic and imported consumer packaged goods. To this end, a cohort of n=500 Generation Z individuals (between the ages of 18 and 26 years old) were surveyed using a bespoke online questionnaire on the CloudArmy Reactor platform. The subsequent data output was systematically analysed with structural equation modelling (SEM) and metric invariant group difference analyses, which were all carried out on IBM SPSS and Amos version 27. The results of this analysis suggest that the socio-psychological predisposition of patriotism is a highly significant driver of consumer ethnocentric tendencies (CET) in this particular generational cohort. Additionally, the centrality dimension of materialism was observed to exert a converse, negative influence on CET. Willingness to buy, on the other hand, is significantly influenced by both consumer ethnocentrism and implicit attitudes. Most notably, the former relationship was positive, whereas, the latter is negative, suggesting a level of cognitive dissonance as purported by the dual attitude model. Finally, none of the demographic variables were found to moderate the model, with only one path (between financial satisfaction and CET) indicating significant moderation by gender. Importantly, a number of theoretical implications can be gleaned from this study. Most notably, the paper sheds light on many inconsistencies in the extant literature by confirming the nascent conceptualisation of implicit consumer ethnocentrism (ICE). Additionally, it expands on the previously observed moderating variables and highlights the need to examine the effect of materialism’s three sub-dimensions separately. In terms of specific managerial implications, these findings reiterate the value of incorporating patriotic themes into marketing efforts, so as to heighten CET behaviour in South African consumers. As an extension, local practitioners are well advised to use consumer ethnocentrism as a predictable psychographic identifier and driver towards prosocial buying behaviour. In toto, this paper culminates in several other key managerial and theoretical implications which may assist local brand managers guard against the encroaching threat posed by globalisation and heightened competition in the South African FMCG marketplace.