Faculty of Commerce, Law and Management (ETDs)

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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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    Personalised social media advertising and its influence on online purchase intentions: a South African outlook
    (University of the Witwatersrand, Johannesburg, 2022) Lutchman, Shanice S.S.; Saini, Yvonne K.
    Digital, social media and eCommerce are on the rise with daily rapid changes, even more so with the impact of COVID-19. Due to this evolution, consumer behaviour has advanced. Consumers are seen as digitally savvy, informed and seek value from engagements with businesses. From a market perspective, social media has historically served as a platform to assist businesses to engage with consumers. However, this has proven less effective in recent times. An antecedent of bridging this gap is personalisation. Within the current literature, there is limited knowledge on the relationship between the themes of personalisation, social media and online purchase, especially focused on the South African market. This study sought to bridge the above-identified gaps from both a theoretical and practical standpoint. The main objective of this study aimed to highlight the significant influence personalised social media adverts have on online purchase intentions. The major finding from this study was that personalised social media advertising does indeed influence online purchase intentions of South Africans. The next key findings from this study identified all four social media platforms (WhatsApp, Facebook, YouTube and Instagram) to have a significant influence on online clothing purchase intention through a personalised advert as it was perceived as of relevance and value. Lastly, Instagram was found to have had the strongest influence out of the four social media channels on online purchase intentions. Therefore, the implications for businesses and marketers alike should be looking at personalised social media strategies to drive online purchase intention, especially through the social media platform Instagram.