Faculty of Commerce, Law and Management (ETDs)

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    The impact of trust in online shopping behaviour of the middle class in Gauteng
    (University of the Witswatersrand, Johannesburg, 2023) Mafokeng, Thabo
    I can genuinely affirm that reaching such an achievement would not have been possible without the support of many individuals. I extend my heartfelt gratitude to Professor Adheesh Budree for supervising my research throughout the past year. Thank you once again for your patience, time, invaluable ideas, and constant motivation. I appreciate your meticulous review of my study and your constructive comments and suggestions. I also express my thanks to Ms. Ayanda Magina and Professor Jabulile Msimango Galawe for their expertise and guidance, as well as to all the other individuals who contributed by participating in the research questionnaire. I am deeply grateful for every bit of assistance and effort. Lastly, I offer special thanks to my family for their unwavering support, understanding, and patience. It is with you that this study has found its place
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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.
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    The adoption of artificial intelligence in financial services in South Africa
    (2022) Qwabaza, Anele
    Artificial intelligence (AI) is one of the driving forces behind disruptive innovations and has transformed how organisations interact and deliver services to their customers. While factors that enable the successful implementation of AI in organisations were previously studied, these studies are still in the early stages. Therefore, the objective of this study was to investigate the success factors for AI adoption by South African financial services companies, using an integration of the diffusion of innovation (DOI) theory and the technology-organisation-environment (TOE) framework. This study also aimed to understand the relative effect of factors affecting AI adoption in financial services in South Africa. The study was administered using an online survey targeting employees of South African financial services organisations. Structural equation modelling (SEM) was used to analyse the data. The results show that only complexity and technical capabilities significantly influenced AI adoption, with managerial capabilities indirectly influencing the adoption of AI in South African financial services. Therefore, when adopting AI in their organisations, the leadership of financial services organisations should consider the costs associated with AI applications, the time taken to innovate using AI, and the application of AI. External environmental factors, government involvement, competitive pressure, and vendor partnerships all had statistically significant results for AI adoption. In addition, this study also aimed to understand the assimilation of AI by customers after adoption by organisations, using the technology acceptance model (TAM). The data was collected using an online survey targeting external customers of financial services organisations, and it was analysed using SEM. The results show that vi perceived ease of use and perceived usefulness are important indicators of how customers experience AI applications of financial services organisations. Therefore, financial services organisations should ensure an optimal level of ease of use and prioritise utilitarian benefits when designing and adopting AI applications.