Faculty of Commerce, Law and Management (ETDs)

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    Analysing key factors considered by consumers before adopting 5G- enabled services in South Africa
    (University of the Witwatersrand, Johannesburg, 2022) Du Plessis, Jacobus Hercules; Sony, Michael
    With the mainstream deployment of new 5G mobile data technologies and the growing pressures of social influence, linked with the widespread impact Fake news, it is concerning what effect the before mentioned factors have on consumer adoption of 5G-enabled services has been a growing concern. The main objective of this study was to analyse key factors that consumers consider before adopting 5G-enabled services in South Africa. Value-based adoption model (VAM) was extended to develop a correlational model by adding factors, Social influence, Fake news knowledge to the existing model. The research model was tested by analysing the results from 140 online respondents by employing structural equation modelling (SEM) technique. The result from the study shows the weak but negative impact that consumer sacrifice has on consumer’s perception of value and ultimately consumer adoption. The impact of social influence was also explored but it found not to be significant. Furthermore the results from the study illustrate the significant relationship between Perceived Value which further influences consumer's intentions to adopt 5G enabled services. The last part of the study explores the impact that Fake News has on consumer adoption, and the results prove that the higher the consumer's knowledge of the identification of Fake News is, the less effect it has in dampening the positive effect that social influence had on consumer adoption. Results from this study are also contrasted against the results from previous studies, and the impact of the study on practitioners and researchers is discussed
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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.