Faculty of Commerce, Law and Management (ETDs)

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    Key drivers that influence South African customers to purchase food products through e-commerce platforms
    (2021) Mokgofa, Keitumetse
    E-commerce has become one of the most popular platforms used by customers to shop for various products at their convenience. Whilst customers are using e-commerce to shop for wide range of products within the business to consumer business (B2C) model, it has been reported that buying food online is not that popular with customers as compared to other items like clothing and electronic products in South Africa. This study was undertaken to investigate the key drivers that influence South African customers’ behavioural intention to buy food products through online platforms. Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT2) theoretical frameworks were used as a lens for this study. E-satisfaction was added as a moderating variable to examine its effect on the relationship between perceived usefulness (PU) and perceived ease of use (PEoU) and behavioural intention (BI). This quantitative study adopted a convenience sampling method and an online questionnaire through Ms Qualtrics was used as a research instrument for data collection. The data was collected from 425 South African customers. Confirmatory Factor Analysis(CFA) technique was used for data analysis on Jamovi 1.6.13 software for hypothesis testing and thereafter multiple regression testing was done to accept or decline hypothesis test formally. Based on the results, all stated hypotheses are supported and signifies that all the factors researched positively influence customers’ behavioural intention to buy food products online. This study will assist both online and general food products retailers to formulate strategies that incorporate the key drivers affirmed by the results. It will also contribute to the limited literature available, pertaining to this sector in South Africa
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    Critical factors that drive and influence consumer intentions to use m-commerce in retail stores in South Africa
    (2021) Raikane, Millicent
    With the growing popularity of smartphones, new opportunities in m-commerce are emerging, and these are facilitated by technological developments in internet access as well as easy access to mobile applications. However, even with these developments in technology, m-commerce adoption in South Africa is still slow. This study examined the factors that influence and/or inhibit South African consumers from adopting m-commerce, with a specific focus on the retail sector, by extending TAM. This study adopted a quantitative research methodology, and data was collected from 806 respondents through a web-based cross-sectional survey. Only 699 of the surveys were completed and therefore used for further analysis. The data was analysed by employing Factor Analysis, specifically, principal components analysis. Correlations analysis was used as an initial test of the hypotheses and thereafter, a multiple regression was run and used to accept or decline the hypotheses formally. The findings revealed that perceived usefulness, perceived ease of use, social norms, self-efficacy and trust positively and significantly affect consumers' intentions to adopt m-commerce. Perceived usefulness was found to be the most significant determinant for m-commerce adoption. Perceived risk was found to have no effect on South African consumers’ intentions to adopt m-commerce. Therefore, perceived usefulness, perceived ease of use, social norms, self-efficacy and trust are the critical factors required to drive m-commerce adoption. As retailers, marketers and developers begin to develop successful m-commerce strategies, it is important that they take into consideration these factors to ensure consumers adopt m-commerce, specifically focusing on perceived usefulness
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    The significance of key constructs on consumer purchase intention in online retail in a Covid-19 climate
    (2021) Pillay, Eden
    The Covid-19 pandemic has added to the complexity of an already changing world due to its unexpected, rapid, and fatal impact. Countries, industries, businesses, societies, and individuals were not able to predict or plan for such an event. However, an unintended consequence of the pandemic is its impact on online retail, both electronic and mobile commerce. In South African, the online retail market is in its infancy, with a significantly lower online retail to total retail share than global markets. Therefore, there is an opportunity for businesses to capitalise in the current environment to increase activity and transactions in online retail. This study aims to conduct a quantitative analysis to identify the significance of key constructs associated with online retail consumer purchase intention (PI) in South Africa (SA) in a Covid-19 environment. The extended Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology-2 (UTAUT2) model were used as a basis of the study. The key constructs in these models are risk, trust, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), price value (PV),and Facilitating Conditions (FC). The models were adapted further by including Covid-19, a situational factor, as a key construct in determining consumer PI in online retail. The moderation impact of Covid-19 on risk, trust, PU, PEOU, PV, and FC on consumer online PI was also tested in this research. The research employed a quantitative statistical modelling technique. An online survey using the Qualtrics platform was conducted with a sample size of 368 adult participants with online shopping experience based in SA. The main structural equation model was tested using maximum likelihood covariance-based modelling. This study shows that the most significant constructs in determining consumers’ online retail PI in the current environment in SA are Covid-19 and PEOU. In addition, online shopping experience was an additional factor with a significant impact. This factor was initially included as a control variable and ultimately in the final model. The moderation impact of Covid-19 was significant on risk, trust, PU, PEOU, and PV. The implications of this study provide many opportunities for businesses to focus on to become agile and innovative to drive their online sales. The key constructs that businesses can focus on in the short term are exploiting the opportunities presented by Covid-19, placing emphasis on consumers PEOU, and encouraging consumers to gain online retail experience. This needs to be done without overlooking the hygiene factors of trust, risk, PU,PV, and FC, which still need to be in place. The results of following such an approach will provide new sales, repeat purchases, and growth of the customer base. The role of SA’s Government is just as critical as that of businesses in driving online retail. If anything Government can be the catalyst that can ignite businesses to become innovative and drive the online retail sector. This can be done by improving the FC of online retail through infrastructure, regulation and promotion of e-services, thereby providing digital access to consumers and increasing their online experience. The concerted effort by both the private and public sector will result in lasting social and economic benefits for business, consumers and the country
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    Developing and testing a framework for digital channel adoption in emerging markets
    (2021) Patel, Muhommed Riyaaz
    The adoption rate of mobile applications in South Africa and India, both emerging markets, is lower than in developed markets. Emerging economies are unable to use developed market solutions and realise operational efficiencies in business, which can impact customer experience and satisfaction. The effect of digitalisation through mobile commerce in South Africa and India is gaining momentum; from banking to e-commerce, the acceleration of digitalisation is evident across emerging markets. New technologies and platforms are reshaping traditional business models and mobile application adoption is key to digital transformation and commercialisation. However, the context-specific aspects that drive digital adoption in emerging economies may still benefit from further research. This study aims to enhance the literature in this field by examining mobile application adoption in South Africa and India. It develops a model that incorporates the Technology Acceptance Model, Domestication Theory, and Bottom-of-the-Pyramid emerging market characteristics through qualitative analysis. In doing so, the study investigates how digitalisation trends interface with traditional technology adoption models, emerging market characteristics, and domestication characteristics (such as lifestyle integration and community influence). Therefore, by applying a sequential mixed-methods approach, the study seeks to determine the factors that influence mobile application adoption in emerging markets, and to investigate the influence of ecosystems and bottom-of-the-pyramid characteristics on the adoption and usage of technology. The qualitative study provides insight into factors that influence mobile application adoption in India and South Africa from a theoretical framework that was developed from a qualitative analysis and tested empirically. The analysis of 31 semi-structured interviews, 15 from South Africa and 16 from India, is conducted using Computer Assisted Data Analysis Software (CAQDAS) NVivo 12. Subsequently, the data is coded and the themes validated. The quantitative study comprises 2 061 survey questionnaire responses: 1 009 from South Africa and 1 052 from India. These are analysed using SmartPLS path modelling, whereby two structural equation models are developed. The findings suggest that perceived ease of use, perceived risk, perceived value, privacy, user environment, lifestyle integration, customer feedback, awareness and access are all associated with digital adoption. Mediation analysis is also investigated. It shows that awareness and xxi customer feedback mediate the relationship between perceived risk and perceived ease of use. Tests for moderation indicate that access and affordability moderate the relationship between constructs (awareness, customer feedback, and lifestyle integration) as it pertains to intention to use. The developed theoretical framework provides a description of the drivers of digital adoption in emerging markets, specifically in South Africa and India. The findings suggest that participants in India are more knowledgeable than those in South Africa regarding the benefits and use of mobile apps. The study contributes to existing literature and discusses implications for researchers and practitioners.