4. Electronic Theses and Dissertations (ETDs) - Faculties submissions
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Item Digital literacy, perceived risk, and purchase intention in the South African online retail sector(University of the Witwatersrand, Johannesburg, 2024) Mokgoko, Keetse Hazel; Anning, Thomas DorsonOnline purchase behavior, while steadily growing, is not as prevalent in South African as in other, developed countries. Although South Africa has a significant population of internet users and widespread internet access, it has not resulted in a corresponding rise in the adoption of online commerce. This study aimed to establish whether certain factors, namely digital literacy, perceived risk, ease of use and usefulness, influence consumers’ intention to adopt online retail purchasing in South Africa. Data was gathered from 215 participants in South Africa through an online questionnaire survey. Perceived risk and perceived ease of use were found to be positively and significantly correlated with digital literacy. In contrast to earlier studies, the results suggest that digital literacy does not have a significant influence on an individual’s perception of the usefulness of technology. The study also found no substantial correlation between perceived ease of use and an individual’s online purchasing intentions. Perceived usefulness was found to be a key determinant of consumer’s purchase intentions. The results of this study are highly significant to retailers, government bodies, and other industries, as they emphasise the significance of taking appropriate actions to improve the digital literacy skills of the general public to drive the adoption of e-commerce. The results also, demonstrate the importance of raising awareness regarding risk perception in the context of online shopping. This can be achieved by marketing campaigns that focus on promoting online security awareness.Item Digital transformation within the public sector communication service in South Africa(University of the Witwatersrand, Johannesburg, 2024) Modiba, Dalson Nkoana; Sethibe, TebogoNeo-institutional theory (NIT) has been widely used in research concerning business, accounting, economics, management studies, health, education, political science, and sociology. The use of NIT, especially in the area of digital transformation (DT), is still in its embryonic stage. Furthermore, despite the benefits of DT, documented case studies about the successful implementation of DT initiatives are scant, especially in the public sector. In this study, NIT was utilised to examine the role of digital transformational leadership (DTL) and organizational agility (OA) in accelerating DT in a South African (SA) public sector communication service. Using a pre-tested survey instrument, the aim was to collect and evaluate additional quantitative data to answer the question: is NIT an appropriate model to use to assess DTL, OA, and DT relationships in a public service communication service within a South African context? The findings affirm that, in the South African context, there is indeed a linear relationship between DT and DTL, with DTL and OA as predictors. Both factors are significant predictors of DT, with the results accentuating the crucial role of DTL in the interplay of OA and DT. DTL was found to have a positive and significant effect on OA. OA was found to have a complementary mediating role in the relationship between DTL and DT. Consequently, this study provides crucial insights, especially for practitioners who are looking to explore and invest in the leadership traits required to build agile public service organizations to successfully implement DT initiatives. It also opens up avenues for further research, especially considering the fact that DT remains a complex digital dilemma even after several studies that have been conducted.Item Factors influencing the adoption of financial technology solutions in South Africa(University of the Witwatersrand, Johannesburg, 2024) Mngxadi, MpiloConsumer adoption of digital financial technology (FinTech) is driving a wave of digital transformation within the South African financial industry. This study explores how both consumers and financial institutions are adapting in this market. This study examines the evolving consumer behaviours surrounding mobile FinTech products and the corresponding changes occurring within the financial sector in response to these new demands. This comprehensive approach ensures a nuanced understanding of the factors driving FinTech adoption in the study. Key facilitators included positive attitudes, strong behavioural intentions, trust and the perceived usefulness of digital financial technology. Effort expectancy and performance expectancy emerged as the two significant barriers. Additionally, the study explored the digitally transforming behaviours within the South African market, revealing that these behaviours cannot be generalised across the entire population group due to variations based on income levels and digital literacy. The South African market, often overshadowed by research on underbanked populations, presents a unique opportunity for FinTech adoption. This study sheds light on the characteristics of this diverse customer segment. To accelerate digital financial technology adoption within this market, strategic collaboration among FinTech companies, incumbent banks, and government stakeholders is crucial.Item Measuring the role of digital innovations on customer experience in the transformation of the ‘future store’ in the retail industry(University of the Witwatersrand, Johannesburg, 2024) Manyisa, Mpho; Saini, Yvonne K.The retail industry is undergoing significant transformation driven by digital innovation, particularly in enhancing customer experiences. While prior studies have explored attributes of online shopping and traditional store environments, there is a notable gap in understanding how digital innovations impact the physical retail experience. This study seeks to bridge this gap by examining the role of digital innovation in shaping the future of brick-and-mortar stores amidst the growing influence of online shopping impacted by the pandemic. Through an extensive literature review and an online survey, the research reveals key relationships between customer expectations, in-store experiences, and the adoption of digital innovations such as artificial intelligence and machine learning. These technologies are vital in creating seamless, personalized, and immersive experiences that bridge the gap between physical and digital shopping environments. The study highlights the importance of factors like quick service, effective store layouts, and digital tools for data collection. Despite the challenges and costs associated with digital transformation, the findings suggest that embracing innovation is essential for retailers seeking to maintain a competitive edge. The integration of omnichannel strategies is particularly significant in enhancing customer experiences and ensuring sustainable growth. However, the study acknowledges limitations in data collection and calls for further research to gather insights directly from merchants. Future studies could also explore cross-country comparisons to better understand variations in digital adoption across different markets and regulatory environments.Item Sustainability of Video Streaming Services in South Africa: A Review of Digital Business Models and Strategies(University of the Witwatersrand, Johannesburg, 2024) Mkhize, Phumelele Wanda; Anning, Thomas DorsonThis research paper examines the success and failure factors of Video Streaming Services (VSSs) in South Africa, specifically focusing on telco and broadcaster-launched platforms. Grounded in the Resource-Based View (RBV) theory, the study utilises a mixed-methods approach to identify critical factors within the context of business models and compare sustainability factors between successful and failed VSS ventures. The research highlights telcos' challenges in content leadership and business model alignment as key contributors to their struggles, in contrast to broadcasters who strategically leverage resources for sustained competitive advantage. The study offers practical recommendations for developing sustainable digital video platforms in South Africa while laying the groundwork for future investigations into cross-cultural dynamics and technological innovations within the evolving VSS landscape.Item Antecedents of Customer Loyalty in the South African Life Insurance Industry(University of the Witwatersrand, Johannesburg, 2024) Mkhize, Basil; Dlamini, Siphiweii ABSTRACT Retaining existing customers is currently the most significant challenge in the competitive life insurance market (Lakshmi & Santhi, 2015). Yet, previous studies on the factors influencing customer loyalty and repeat purchases have primarily been conducted in industries other than life insurance. Customer loyalty has been widely explored in marketing; however, empirical research on this subject within the life insurance sector in South Africa is scarce (Minta, 2018). Furthermore, there is a notable increase in lapse rate as the source of customer dissatisfaction in the life insurance sector (Sivesan (2019). Thus, the study explored the antecedents of customer loyalty in South Africa’s life insurance industry. It examined the impact of service quality, complaint handling, customer satisfaction, and trust on customer loyalty to South African life insurance. Additionally, it investigated the mediating factors affecting customer loyalty in the South African life insurance industry using the expectancy-confirmation theory. The methodology involved a self-administered questionnaire from 303 life insurance policy owners in South Africa. Structural equation modelling was used to test eight hypotheses, including two mediating effects. IBM SPSS 27, AMOS 27, and SmartPLS 3 software were used to analyse and interpret the dataset. The study found that six of the eight tested hypotheses were supported and significant, with service quality having the greatest impact on customer satisfaction. Furthermore, customer satisfaction was found to mediate the relationship between service quality and customer loyalty partially, and customer trust partially mediated the relationship between complaint handling and customer loyalty. This suggests that marketing managers in South African Life Insurance could use these results to enhance their service delivery strategies to maximise customer satisfaction and ultimately increase their retention goals. This study contributes to the literature on customer loyalty to life insurance companies by investigating its antecedents, including the mediating roles of customer satisfaction and trust, which have been under- researched. Furthermore, several future research directions which marketers and scholars could undertake are highlighted.Item Technology Adoption by Small-Scale Farmers in the Mid-Vaal Local Municipality(University of the Witwatersrand, Johannesburg, 2023) Mindi, Thulani; Pellissier, RenéIt has been demonstrated that using technology in the farming industry increases production, efficiency, and income. Adoption of technology is influenced by a wide range of circumstances, though. The aim of this study was to examine, using the PESTEL framework, how external factors affect small-scale farmers' adoption of technology throughout the Mid-Vaal Municipality. This would help the municipality, policymakers, and other stakeholders, as well as small-scale farmers, identify and prioritise external factors that significantly impact small- scale farmers' adoption of technology and take appropriate action to address or mitigate them through changes in policy or technology. A qualitative research study using semi-structured face-to-face interviews was conducted with a sample group of 11 participants. The group was made up of farmers with a diverse background in terms of farming experience and educational background. The study also focused on farmers who are involved in selling all or part of their produce operating farms between two and five hectares. A thematic analysis technique was used to identify themes in the data analysis. Most of the farmers said they are aware that technology can help them be more productive, and efficient, and generate more revenue. However, the findings of the study demonstrated that when it comes to technology adoption, most of the farmers are negatively impacted by external factors. Farmers have expressed frustration with government policies which do not enable them to implement new technology and with the stringent admission requirements of programs designed to help them, it impossible for small-scale farmers to get involved. Farmers also indicated that financial institutions view small-scale farmers as high risk and have less appetite to provide them with financial assistance to help them modernise their businesses using technology. Thus, farmers resorted to monitoring technology trends in the farming space and creating “makeshift” solutions of what is trending at the time. Furthermore, the findings showed that economics of acquiring and operating the technology is the biggest external factor farmers consider before they acquire any of form of technology. Additionally, farmers prefer using tried and tested methods iii as this is less risk and affordable. Moreover, there’s a new generation of farmers coming into the Mid-Vaal and have a positive view of new technology, which could lead to the utilisation of the latest technology as the farming operations mature. Lastly, the study made recommendations to support the adoption of technology amongst farmers to increase productivity, efficiency, and revenueItem Inclusive innovation ecosystems and township-based startups in South Africa(University of the Witwatersrand, Johannesburg, 2024) Mhlanga, Thandeka Innocentia; Inclusive innovation ecosystems and township-based startups in South AfricaIn South Africa, the apartheid legacy gave rise to inequality and marginalised communities. To date, the country has the highest inequality income distribution in 2021 globally, with a GINI score of 63 (Dyvik, 2024). The score measures the income inequality in a country, and the closer it is to zero, the more equally distributed the income. Inequality is said to be inherently problematic and holds back social and economic development in the long run (Stiglitz, 2012). Harsh et al. (2018) explores the overlaps between the levels of inclusive innovation and three pathways for increasing equality through emerging technologies frameworks, with a focus on the inclusiveness of the innovation policy for nanotechnology, the development of nanotechnology, and its impact on the marginalised communities in South Africa. Inclusive innovation can potentially redress the inequality challenges brought by the apartheid regime. New technology-based firms are essential as they are regarded as economic game changers in that they embrace continuous technological changes and play a key role in creating and commercializing new products, processes, and technologies in our societies. Particularly in South Africa, they are considered a key role player in addressing political issues such as inequality that emerged during the apartheid era, and that is redressed through the black economic empowerment (BEE) policies (Ndabeni, 2008). As a result, they are not only a source of new employment contributing towards the gross domestic product (GDP), but they are also instrumental in creating new industries such as personal computers, genetic engineering, machine vision, and robotics (Almus & Nerlinger, 1999; Kazanjian, 1988). iii By applying the inclusive innovation ladder and the innovation ecosystem framework, this study evaluates the inclusiveness of The Innovation Hub’s eKasiLab programme, which the local innovation ecosystem enabled to develop and support the growth of township-based innovators.Item The Influence of Brand Experience on Brand Loyalty of South African smartphone users(University of the Witwatersrand, Johannesburg, 2024) Metedad, Rabia; Sain, Yvonne K.Less is known on the effect of brand experience on brand loyalty, more so within the context of South Africa's smartphone industry. What is evident, however, is the decrease in brand loyalty among South African consumers due to the overwhelming number of choices and technology available. Consumers who are very satisfied with their phones are less likely to transform this satisfaction into loyalty. The complexity of the relationship between consumers and brands has resulted in a decline in customer experience and brand commitment. The purpose of this study was to investigate the impact of brand experience on brand loyalty among South African smartphone users. This study was conducted using convenience and snowball sampling techniques. Data was collected from 398 respondents through a structured online questionnaire. The study focused on two popular smartphone brands, referred to as Brand A and Brand B for purposes of this study. Data was analysed using factor analysis and structural equation modelling using AMOS 28 software, measuring the relationship between brand experience dimensions (sensory, affective, behavioural, and intellectual) and brand loyalty dimensions (attitudinal and behavioural loyalty). The results showed that affective experience and intellectual experience are significant predictors of brand loyalty among SA smartphone users. In contrast, sensory experience and behavioural experience did not show a significant relationship with brand loyalty. Notably, Brand A smartphone users were found to be more loyal to their brand than Brand B smartphone users, evident in their ratings of affective and intellectual experiences, which were significantly higher than Brand B users.Item The Impact of Demographic Indicators on Cybersecurity Behaviour of E-Commerce Users in South Africa(University of the Witwatersrand, Johannesburg, 2024) Mberikwazvo, Weston ZorodzaiThis study aims to explore the cybersecurity behaviour of e-commerce users in South Africa, utilising a conceptual framework derived from some elements of both the Health Belief Model (HBM) and the Protection Motivation Theory (PMT). The study investigates the impact of demographic indicators specifically age, gender, and educational level impact the cybersecurity behaviour seeking to understand and contribute to the understanding of cybersecurity practices in response to perceived cyberthreats. A sample of 316 participants was used for the study which varied across different genders, age groups and educational levels. An online survey making use of a questionnaire was used to gather responses to the different dimensions making up cybersecurity behaviour guided by the established conceptual framework. The responses were statistically analysed to establish any patterns and trends using techniques such as correlation analysis and factor analysis. Analysis of the dataset concluded that there was significant difference to the cybersecurity behaviour of e-commerce users in South Africa for each of the demographic indicators of educational level, gender, and age and thus the null hypothesis was rejected for all three factors. Also, the null hypothesis was rejected for a combination of all three demographic indicators and cybersecurity behaviour indicating that a significant difference exists. The results showed that participants in the 36 to 40 years age group showed the highest cybersecurity behaviour level, with the 18 to 20 years and the over 60 years age group showing the lowest. Females showed a lower cybersecurity level in comparison to males with the non-binary participants scoring the lowest. The cybersecurity level increased in general with the educational level of the participants. In a nutshell, the results show that in the context of South African e-commerce users customised interventions based on the educational level, gender, and age need to be considered